SINGLE MIND | APP DESIGN & PUBLICITY
PSYCHOLOGICAL INITIATIVE
Approached by a psychology student, I was asked to develop the branding and media for an initiative to tackle depression among parents who may not be aware of their symptoms. The client was keen to produce an app that users could utilise to identify these symptoms and find help both within the app or, eventually, in person by working with their organisation.
SINGLE MIND
The client asked for an app that would bridge the gap between noticing symptoms and getting help. It addresses an adult audience, specifically single parents of young children. The tone should be casual but considerate: a service that cares about its users, but does not want to alarm and intimidate them with an overtly clinical look or tone.
BRANDING
To be single minded is to be focused on one thing; to have one goal or purpose and a committed dedication to achieving this. The client's devotion to their sole aim was clear: to help their users come to terms with and deal with their symptoms, as well as offering help with getting an official diagnosis. Considering these core values, Single Mind was an ideal name.
Not only this, but the name hopes to reflect the brand's understanding of the individual: no two minds are the same, nor are their experiences or treatment. Single mind intends to offer support that is tailored for every individual user. The service is not prescribed, but rather a support system that works for and around the user.
The brandmark's inclusion of a single figure is intended to be an image the target can identify with: not just because the single parent target, but because the client noted the loneliness of depression and how sufferers can often feel their symptoms are of their own making. The solitary figure hopes to represent this feeling of isolation and bring the user into a brand that understands their situation.
COLOURS
FONTS
FINAL | APP DESIGN
The minimal design has a calming impact and sticks to the clients request for a service that does not overwhelm its users. The interface is very easy to navigate and understand, as well as leading users to pages that would help them best.
The cool tones featured throughout has hues of both blue and slight turquoise, colours synonymous with security, trust and healing, while keeping the environment relaxed. The inclusion of white and grey also reinforces this serenity while maintaining the visibility of key elements.
The typography remains consistent throughout with bold, capitalised lettering used for titling and key lines, making navigation effortless and furthering the app's ease of use.
The symbol that initially formed the brand's emblem also takes place to illustrate the many options on the home page, reinforcing the brand's visibility and positioning it as a recognisable organisation the target can trust.
While photographic images may not be a focal point of any page, their minimal use helps to forge a setting in which the user can visualise the positive results of the app, while not bombarding them with scenes they might not identify with or could even feel intimidated by.
To raise awareness for the brand, outdoor posters will be circulated in appropriate locations: public transport stations, community centres and school noticeboards (parent-only). These locations will hit the single parent target on the commute to work and school, after school activities and on the school run. This will reach the very specific audience at an array of times and encourage them to take an interest in the brand: what do they do?
The 'app store' icons at the foot of the composition ensure the target knows the brand offers an app while not explicitly referencing the depression it tackles. This avoids confronting the stigma associated with depression and allows the target to feel comfortable looking into the service - they won't feel they are seeking formal help.
The colours are a variety of tones of the primary blue colour, the composition continues the calm tone of the branding and allows the target to feel safe and eased into the brand.
FINAL | OUTDOOR SUPPORT
To further increase awareness and conveniently offer the target more information about the brand and the services it offers, flyers will be distributed in the appropriate locations: doctors' surgeries and indoor community spaces, for example.
The look of the flyer is identical to that of the outdoor poster to ensure coherence within the campaign and a consistently recognisable look for the brand. Again, there is no explicit mention of depression on the front of the flyer, maintaining the discretion established in the outdoor elements of the campaign.
The content on the reverse details the aims of the brand as well as establishing a relaxed, friendly tone to, again, put the target at ease.
The location of the supporting print documents is key. Libraries, community centers and doctors' surgeries are all places in which people spend time waiting in relative quiet: ideal for the target to take in the core brand values and really consider making use of the app and its services.
FINAL | SUPPORTING PRINT
FINAL | WEB BANNERS
The banner ads open with a relatable translation of key symptoms of depression according to the DSM V, they question the target in a personal, non-interrogative way to force them to consider whether the symptom does apply to them. The simple transition begins upon cursor interaction to show the logo as well as app store branding, making the call to action clear: showing this symptom? Download our app.
The ads would be located on social media environments - primarily facebook -, YouTube and blog sites, particularly parenting blogs popular among the young single parent target.
As with all the other media, the content is very simple in composition to avoid direct distress to the target at make them feel comfortable with confronting the symptoms they may be showing. The sharp, clean design is in-keeping with the visuals already associated with the brand in its other media ensuring it is familiar, well-known and recognisable to the demographic it is addressing.