MIND HONG KONG
Brand Identity
Mind Hong Kong (Mind HK) is a locally registered S88 charity that is committed to improving awareness and understanding of mental health in Hong Kong. Particularly geared towards the city’s youth, it advocates through public campaign, resources, events, and most importantly, social media. Their primary goal is to lead, promote and support destigmatisation of community mental health care. While Mind HK has led an incredibly successful initiative in opening mental health dialogues across the city, I wanted to look deeper into the rest of the local mental health platforms by finding the similarities and differences within their branding and social media efforts, and then create a self-initiated rebrand with the hope of raising awareness through a fresher lens. During my research, I gathered a total of 10 online platforms—including Mind HK—that created content advocating for mental health and wellness amongst Hong Kong youth. What stood out to me was that 8/10 of the platforms shared a strikingly similar colour palette. More specifically, turquoise was present in 75% of those selected, while yellow was present in 100% of those selected. While visual elements varied, it was clear that the typography and style of Instagram posts also shared similarity. From these findings, the biggest problem that came to surface for me was the lack of uniqueness. By placing the selected profiles side by side and analyzing them from a larger perspective, it was clear to me that there was no element of surprise, ultimately leaving me—a potential follower—confused as to which mental health page was more suitable for my wellness needs. Relating the solve back to Mind HK, I set out to create a brand new logo, colour palette, font choice, iconography, and social media look .
Photography source(s): Pexels, Unsplash
