Goodminds is a Berlin-based mental health platform founded by clinical psychologist Pauline Stockmann, focusing on emotional well-being, self-esteem, stress management, and mental health awareness. The brand aims to make psychology more accessible, break the stigma around mental health, and empower individuals to better understand themselves through a supportive and approachable experience.
Company
GOODMINDS (today Pauline Stockmann)
Scope
Coporate Design Concepts, Execution Examples
Role
Designer
Project
Project Overview
The project set out to reimagine GOODMINDS’ visual identity, exploring three distinct creative directions for a refreshed brand experience. From logo and color palette to the overall visual language, each concept offered a different lens through which the brand could express its personality and evolve into its next chapter.
Challenge
The challenge was to strike a delicate balance between warmth and authority. Goodminds needed to remain approachable, playful, and unmistakably human, while stepping into a more confident, contemporary, and credible identity. A visual world where psychological depth meets a lighthearted spirit, making serious conversations feel a little less intimidating.
Results
The result was a collection of tweo distinct visual directions, each bringing a different facet of GOODMINDS to life. Through expressive typography, thoughtful color palettes, and bold visual elements, the concepts explored new ways to bridge playfulness and professionalism. Together, they laid the groundwork for a brand that feels as welcoming as it is confident, proving that mental health can be approached with both depth and a sense of lightness.
2nd Concept
While the first concept embraced cheerfulness and approachability, the second makes a bolder, more professional statement through striking contrasts and expressive typography. Confident sans-serif letters meet elegant serif details, reflecting the duality of mental health — strength and vulnerability, chaos and clarity. Electric orange collides with deep forest green, creating an identity that feels grounded yet unapologetically alive. Across every brand touchpoint, bold compositions balance playful energy with sophistication, celebrating the human mind in all its complexity.
