Mindful Life Project
Agency
Frank Collective
Role
Associate Creative Director
Creative Direction: Mike Wasilewski
Design: Sophie Curalli + Jason Cook
Strategy: Luke Horvath
Copywriting: Mike Powers
Mindful Life Project (MLP) is an educational nonprofit that brings mindfulness, mental health, and social emotional learning to young people in low income schools. Led by teachers and students for teachers and students, MLP needed a brand identity grounded in empathy, empowerment, and authenticity. As we developed the visual identity and tone of voice, we ensured that it was not only approachable and educational, but that its youthful spirit shone. The identity comes to life through playful characters, and watercolors tap into the pure freedom and expression of a child in art class. It takes us to a place of judgment-free exploration, where we can engage with our senses and our mind.
As Associate Creative Director, I led and directed a team of designers and copywriters through the brand identity ideation and development process.
Brand Strategy / Brand Identity / Brand Guidelines / Illustration / Merch Design / Social
