Mindfulness for the People
Brand Identity / Collateral / Web Design / Motion Graphics
We Go Gentle.
Creative Direction, Illustration: Schessa Garbutt
Graphic Design, Sound Mixing: Gilberto Ruiz-Ortega
Animation: Mo McMasters
Design Research: Michelle Devlin
About
Founded by Dr. Angela Rose Black, Mindfulness for the People is a Black woman-owned social change agency dedicated to disrupting systemic whiteness in the mindfulness movement through individual and group programming that addresses the physical and mental health affects of racial trauma and offers tools for self-preservation as an act of resistance.
Our Solve
Dr. Black and team came to Firebrand looking for a creative partner who shared their values and understood the need for accessible, culturally relevant mental health resources. With this brand re-vamp, we wanted BIPOC folks to feel seen, grounded, and informed through our visual storytelling. The identity design reflects our values of (self-)compassion, mindfulness, and cultural responsiveness. We came up with the term “Emotional Media” as we sought to create a digital down regulation experience where people can come to feel calmed and re-centered.
“A Gentle Arrival”
To announce the rebrand and introduce folks to the concept of Emotional Media, we created a soothing, grounding animation to accompany Dr. Black’s vision for the future of MFP.
About the Logo
We know that mindfulness is not a new or White invention. In our design research, we found that the Bantu writing system has separate symbols for ‘brain’ and ‘mind’ — a reminder that our people have always had clear concepts of mental health and embodiment in addition to self-care practices that we’ve passed down through the generations. We paired this with Vocal Type’s VTC Martin typeface, which is inspired by 1968 protest posters created during the American Civil Rights movement.
Brand Collateral
More images to come.
Emotional Media
We created album art for each of the auditory pieces in the MFP library for the 2/22/22 launch. The system helps users identify the different categories of offerings (Stories, Conversations, Meditations, and Playlists) while maintaining a cohesive brand aesthetic across the library.
“We see [Firebrand’s] mastery and skill and deeply appreciate their partnership with us.”
— Dr. Angela Rose Black, Founder of Mindfulness for the People