Branding a culturally-responsive mental health tech startup.




Healthcare Technology




Brand Identity


MindRight Health is a tech startup providing culturally-responsive and trauma-informed mental health coaching to youth and young adults. They have the valiant mission to advance health equity by making mental healthcare radically accessible and inclusive of communities of color and low-income families. With an overwhelmingly positive public reception and successful seed funding stage, Mindright was ready to rebrand their image and identity for their services, in preparation for future growth and their Demo Day at Google for Startup Accelerator: Black Founders.  Working closely with the CEO Ashley Edwards and her team, we developed a concept of “alternatives” in which, MindRight’s coaching is shown as an alternative solution to members’ problems. The slash in the logotype represents radical inclusion as a catalyst for change, with a clear before and after.