State of Mind is a social enterprise which helps young people from difficult backgrounds who are not in education, employment or training (NEETs) to discover their talent, turn their lives round and coach them in life skills fit for modern business. We created a brand identity reflective of the way the organisation helps to change the mindset of young people and to view themselves differently.
Our solution produced a bespoke logo, with hand-crafted type and an optical illusion device. To appeal to a younger target audience, we chose a bright, bold and positive colour palette and built a selection of exuberant brand assets to reinforce the visual identity. The vector traced illustrations are made up of seemingly impossible shapes and a library of aspirational objects, which use a modular construction to create a sense of depth.
Alongside these graphic elements, we worked with photographer Nick Eagle to produce a suite of images that reflects the ‘real’ people the brand hopes to inspire, and the elements combine to make a young and vibrant brand identity.
The working process on this project was catalogued in-depth by Computer Arts Collection as part of their ‘Studio Project’ feature on Branding.