NYC-based designer Andrew Benjamin Morris worked comprehensively across the identity, art direction, illustration and website of healthcare brand Mindful Health. He harnessed the intersection of healthcare and wellness as an aesthetic and conceptual throughline across the brand. Intending to rid mental healthcare of the negative stigmas still often associated with it, Andrew took a kind, holistic approach to the brand, led by the notion of balance – from its poised logomark, representing the interconnected nature of physical and mental health, to its striking use of type.
Opting for Jérémy Schneider’s voluptuous display font Voyage at the wordmark, Andrew utilised its interplay with the forms, contrast and character of Jérémy Landes’ NaN Jaune as the brand’s primary typeface, to embody Mindful Health’s unique intersection. The visual identity uses its Midi and Mini optical sizes, the latter is used on the website, paired with Source Sans. Its ultimately playful shapes and distinctive ink traps not only bounce off the unrestrained, expressive illustration library to create captivating, tranquil visual spaces but offers the brand a typographic encapsulation of the concept behind it: sincerity and play in balance.
We can’t assess if Andrew realised it when licensing them but the two fonts, on top of sharing a similar approach to the apertures of round letters curling inside to close themselves, were designed by two designers wearing the same first name.
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