Launched by Ashley Edwards, MindRight Health is a tech startup providing culturally-responsive and trauma-informed mental health coaching to youth and young adults. Their mission is to advance health equity by making mental healthcare radically accessible and inclusive of communities of color and low-income families. With an overwhelmingly positive public reception and successful seed funding stage, MindRight Health was ready to rebrand their image and identity in preparation for future growth and investment.
MindRight Health approached Wunderdogs looking to create a brand in line with their mission and values that would also appeal to the specific audience they are looking to connect with, including young adults and school personnel. They needed a brand that was accessible, warm, positive trustworthy, yet vulnerable.
We began by analyzing MindRight’s position within the digital health space, their unique approach to healthcare, and the immense social impact of their work. We developed the concept of “alternatives”, off which we based their brand identity. MindRight presents a welcome alternative to the standard healthcare system; one that overcomes the challenge of accessibility within Black and Latin communities.
In linguistics, a slash can be representative of an alternative, with brackets used to bring more clarity to a situation. In this concept, MindRight’s coaching is shown as an alternative solution to members’ problems. The slash represents radical inclusion as a catalyst for change. There is a clear before and after.
We revamped MindRight’s imagery to reflect the desired end-result of their service: young people who look confident, reassured, and carefree, conveying a positive and aspirational feel. In order to solidify their connection to their target audience, we included apt representation in all digital communications of conventionally underserved groups, with a greater focus on the Black and Latin communities.
Our extensive branding kit designed for MindRight covered print and digital media, merchandise and collateral, and other branded goods. Armed with unique and distinctive brand and guidelines, MindRight Health finished Google Accelerator program and continued their stellar growth.