ABOUT

From the Japanese word connecting ‘mind, body and spirit’, Kokoro is a not-for-profit working in radical collaboration with a global network of allies, partners and funders to drive real action in the mental health field. Kokoro has set out to champion mental health for a safer, kinder and more productive world.

With such a powerful purpose established, Kokoro needed a kick-ass brand identity to boot, but wanted to avoid the common tropes associated with the mental health space.

We set out to create a new visual language for mental health action. One of optimism and action. The identity, inspired by the impact and action of manga comic books, boasts a masthead-like logotype, impactful typography (via Fann Grotesque by Colophon) and a motion based visual language built around the idea of connecting and amplifying conversations. The speech bubble form is expressed across the identity in both static and animated formats, most notably in the logotype and short form brand icon — the purest distillation of the core idea.

It’s vital for Kokoro to promote positivity as an antidote to negativity in the world, therefore a graphic illustration style has been developed to encourage the discussion of tough subjects without the harsh or overwhelming impact that photography often has. This is a brand identity and communication toolkit to promote positivity, to encourage action and drive engagement.

The project involved full brand identity development, guidelines, guardianship, digital design and a brand launch campaign which ran across Times Square NY on World Mental Health Day.