World Mental Health Day festival
The World Mental Health Day Festival is an annual event in Hudson yards hosted by Project Healthy Minds, a mental health non-profit tech company with a mission to irreverently change the conversation surrounding mental health. I designed the 2024 festival with a bold and dynamic, able to chameleon into 4 pillars of programming while maintaining a recognizable and consistent identity at the core.
Challenge
Mental health conversations are often flattened into one tone: serious, clinical, heavy. PHM needed an identity bold enough to shift that conversation rather than repeat it, and flexible enough to feel native across four distinct pillars, Move, Nourish, Meditate, and Convene, without fragmenting into four separate identities.
Solution
We built a modular system with one strong core and four flexible expressions. Each pillar could take on its own personality while staying visibly part of the same festival, giving PHM a consistent yet dynamic presence everywhere it showed up.
We're Not Really Strangers