Designing a visual identity for a (then) emerging mental wellness impact fund.
Visual Didentity
collage art
marketing
Client: Masawa, 2021
Project: Founding visual identity for a (then) emerging mental wellness impact fund.
Approach: What does mental wellbeing mean in today’s world? This inquiry served as the starting point for creating Masawa’s brand identity. The result is a collection of artworks that depict flourishing states of being.
The organizational values were used as a foundation and as a source of inspiration. I helped Masawa in unearthing and defining these values. They include compassion, authenticity, learning, ownership, equity, and interconnection.
Interpretation: Since mental wellness is a subjective experience, what we associate with a flourishing state of being is also deeply personal. I tried to portray this inherent diversity in subjective experience through diversity in the identities and facial expressions of the models, as well as through the choice of visual elements.
To truly be alive, we must tend to our wellbeing the way we would tend to a garden: take out weeds, prune parts that no longer serve the whole, and direct our love and attention to those aspects of ourselves we wish to grow and develop. Wellbeing, like gardening, however, is a communal effort, and we must recognize that health and wellbeing are co-created. They are systemic qualities that emerge through togetherness and compassion. And while sometimes the invisible structures of our society run deep underground, they exert a powerful influence on our ability to thrive — often unequally.