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MindUP Rebrands as MindUP for Life and Evolves Visual Identity to Embody its New Holistic Direction
The signature program of the non-for-profit organization The Goldie Hawn Foundation is excited to share its new visual identity and brand positioning as MindUP for Life. The rebrand announcement signals the expansion of the organization’s universal evidence-based program beyond youth, to further support parents, teachers, and adults.
For nearly two decades, MindUP has striven to provide children the knowledge needed to successfully manage stress, regulate emotions, and face the challenges of the 21st century through its simple to administer curriculum and activities. To help alleviate the mental distress of those involved in every level of childhood education and growth, MindUP is evolving to become MindUP for Life.
Working with Toronto-based design studio, Le Parc, the organization is introducing a new visual identity including a suite of new logos, a unique colour palette, refreshed typography, and 3D illustration intentionally designed to represent its new holistic brand direction, and the kindness, peacefulness, and science behind the content of the program.
In tandem with the reveal of MindUP for Life and its new identity, the organization will also be launching the 2nd edition of its curriculum, an interactive online platform, and new education streams that will cater not only to youth, but to educators, parents, health care providers, and more.
This includes the creation of a variety of new specialized sub-brands such as MindUP for School and MindUP for Families, which will include multiple training opportunities and new exclusive content.
“MindUP has sought to bring mental fitness to every child in the world and be a voice of hope, optimism, joy, and positivity since its inception. Now more than ever, it is critical that our youth have the skills and knowledge to manage stress and regulate emotions.” says Goldie Hawn, Founder of MindUP for Life. “Our organizational evolution intends to give everyone, not only children, access to our curriculum and the tools needed to help alleviate mental distress and thrive. The beautiful design work from the team at Le Parc helps to reverberate this new message through empathy and positivity.”
For the new visual identity, the program is leaning into its optimistic and compassionate nature, opting for a more saturated, bright, and optimistic palette. The custom crafted wordmark comes with a set of icons that become animated, making the mark a dynamic logo.
"Because doing good feels good, we are thrilled to have had the opportunity to work with The Goldie Hawn Foundation to reimagine its MindUP for Life program,” says Nathalie Cusson, Creative Director of Design at Le Parc. “It is always exciting to be able to help a brand truly project its personality through its visual identity, especially when the cause is a great one.”
To reinforce its inherent focus on the fields of neuroscience, positive psychology, mindful awareness, and social-emotional learning (SEL), a personalized and colourful 3D brain illustration was created. The 3D illustration employs positive and confident colours applied to a soft and bouncy structure to express MindUP
for Life’s unique brand persona. It was developed in static and animated versions for a variety of communication purposes.
About MindUP for Life
MindUP for Life is a universal evidence-based curriculum and training program whose mission is to help youth, educators, and families develop the mental fitness needed to thrive in school, work, and life. Founded in 2003, it is the signature program of The Goldie Hawn Foundation, a not-for-profit organization created in response to the global epidemic of childhood aggression, anxiety, depression, and suicide. Based firmly in neuroscience, MindUP for Life and its specialized streams provides individuals with the skills and knowledge to successfully manage stress, regulate emotions, and face the challenges of the 21st century with optimism, compassion, and resilience through simple to administer curricula and activities. Learn more at Mindup.org.
About Le Parc
Le Parc is a design studio located in Toronto that provides design solutions for today’s on-demand world. Its focus is on delivering disruptive design. Inspired by global culture. Powered by Disruption®. Le Parc and its team of makers are backed by global agency Juniper Park\TBWA’s creative resources and cultural tools. Visit us at leparcdesign.com and follow us on Instagram and LinkedIn.