Project Healthy Minds is a mental health non-profit tech company with a mission to irreverently change the conversation surrounding mental health. The identity for the 2024 World Mental Health Day Festival is bold and dynamic, able to chameleon into 4 pillars of programming — Move, Nourish, Meditate, and Convene — while maintaining a recognizable and consistent identity at the core. 

I directly partnered with executive leadership to evolve brand strategy for a global mental health movement. I conceived and executed the end-to-end design system for the World Mental Health Day Festival, delivering a high-volume suite of modular assets across digital, experiential, and OOH activations.

The creative direction for the World Mental Health Day Festival is centered around boldness, ownability, and versatility. This expansive and open-ended system ensures functionality for the 4 programming buckets as well as opportunities for a variety of content types.