Connections in Mind

Connections in Mind needed a brand that felt approachable and human — the kind of identity that makes mental health support feel less clinical and more like something you'd actually want to engage with. I designed the full visual system: a brain-based logo mark, a family of colour variants, a typography system built on Nunito, and a library of 30+ custom character illustrations.

The logo brief was to lead with the brain — the obvious metaphor for a mental health and cognitive coaching brand — but to make it feel warm rather than medical. The result is a rounded, friendly mark that works in a range of colourways: blue-green, blue-pink, blue-purple, blue-yellow. Each colour carries a slightly different emotional tone while remaining recognisably the same brand.

The illustration library extended this thinking. A cast of 30+ custom characters — drawn in a loose, expressive style — gave the brand a way to communicate emotion, situation, and personality without stock photography. These weren't decorative; they were a core part of how the brand communicated.

The system was built for flexibility: every asset was exported in SVG and high-resolution PNG at both standard and 300ppi, ready for digital and print. The brand guidelines document codified the full system — logo usage, colourways, type, illustration style — so the identity could be applied consistently across every touchpoint.