Branding + Motion

National Alliance on Mental Illness Branding

About Project

This project is aimed at designing a new brand identity for the National Alliance on Mental Illness (NAMI), one of the largest mental health support organizations in the United States.

The project is based on market research in the current mental health sector and the potential Gen Z audiences. I focused on revamping NAMI’s outdated visuals, increasing the organization's visibility, and encouraging society to prioritize mental health issues.

NAMI’s Motion Branding

I designed NAMI’s brand promotion video to emphasize its unwavering commitment to mental health advocacy, focusing on inclusivity, support, and fostering meaningful connections within society. By employing an energetic and dynamic rhythm, the motion conveys a vibrant and uplifting vibe, reflecting NAMI’s approachable and welcoming nature. I aim for this motion to resonate emotionally with viewers, inspiring them to see NAMI as a community where they truly belong.

The logo draws inspiration from the concept of 'connection.' Imagine four text bubbles merging and resonating with each other—symbolizing NAMI’s group support and visually aligning with its supportive mission. This logo intuitively represents the NAMI community, fostering a sense of inclusivity and shared understanding.

The design language of NAMI's is inspired by the concept of a personal diary. I see diaries as a medium to capture fleeting emotions, thoughts, and reflections. Using a collage approach, I visually interpret the diaries of individuals living with mental health conditions, presenting their entries through a moody and introspective lens.

While viewers may not fully grasp the meaning of specific mental health terminology, the posters aim to evoke a moment of resonance, allowing them to connect emotionally and empathetically with the experiences being convey.

IMGThe NAMI Corporate GALA is a networking opportunity that brings together people from various sectors to exchange ideas and perspectives, enhancing NAMI's social visibility and professionalism.

IMGOn the day of the event, there will also be a NAMI auction, with all proceeds going toward supporting mental health initiatives, which can enhance NAMI's positive reputation with the public.

The event invitation includes investors, technical experts, and advocates for mental health awareness. As the event organizer, I hope NAMI can gain increased funding and exposure, helping society recognize its dedicated efforts in the field of mental health.

Next Project Golden Reckoning

©Ju Xie 2024