MindRight

MindRight’s mission is bold. Provide trauma-informed, culturally responsive mental health coaching through text messaging, meeting people where they are, every day, in a way that feels approachable and stigma-free. 

To meet this ambition, their brand needed to stand out from a crowded landscape of calm, pastel-hued mental health apps, and resonate directly with Black and Latinx communities in their 20s and 30s.

We had previously partnered with MindRight Health to create their original brand and website. When the company transitioned from institutional partnerships to a consumer-facing model, they returned to us to evolve their brand and digital presence for this new era.

Reflecting a new reality

MindRight’s original brand and site no longer reflected their audience or ambition. Their visuals skewed too youthful, and the website wasn’t optimized for consumer conversion. As MindRight shifted toward a subscription-based model, they needed a bold, trustworthy identity and digital platform that could both reduce stigma and inspire action.

Focused brand development

We evolved MindRight’s visual identity and digital presence around three principles:

• Bold yet relatable: moving away from overly soft palettes, we introduced a vibrant and disruptive color system designed to stand apart from competitors and feel joyous, soulful, and authentic.
  
  
• Cultural resonance: we leaned into imagery, typography, and design cues that feel relevant and trustworthy to multicultural communities, avoiding clinical or intimidating associations.
  
  
• Conversion-first design: through workshops, wireframes, and iterative design, we created a Webflow site optimized for storytelling, clarity, and subscription sign-ups—integrated with HubSpot, Google Analytics, and built for long-term flexibility.

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The deliverables spanned brand guidelines, digital assets, social templates, iconography, and a fully responsive website built to support their evolving product and community.

A refreshed identity for a movement

The result is a brand and website that captures the essence of MindRight - warm, bold, and human. Instead of feeling clinical, the identity reflects community, authenticity, and joy. Instead of being intimidating, the website lowers barriers to entry, making it easier for users to sign up and see themselves in the brand.

By grounding the brand in cultural authenticity and designing a digital platform ready for growth, we helped MindRight reposition from a pioneering startup to a consumer movement for accessible mental health support.