The Challenge

Conscious Mind started as an Employee Resource Group (ERG) within Leo Burnett and has recently grown and evolved into a larger Business Resource Group (BRG) spanning all of the larger Publicis Groupe. With the new growth Conscious Mind needed a brand overhaul rooted in the purpose of existing to elevate the mental wellbeing in the workplace in an industry that over values busyness. Meanwhile, this rebrand needed to resonate with a wide variety of Groupe employees while distinguishing itself from other agency ERGs & BRGs.  

The Team

National Director: Lisa Ivy

Managing Director: Ana Matta 

CD: Kelsey Eliason Craft
Copywriter: Teresa DePinto

Agency: Leo Burnett Group/Publicis Groupe

Client: Conscious Mind

The Key Skills 

Branding 

Brand Development

Design Systems

Collaboration 

The Solution

As a team, we developed a reinvigorated brand based on the idea that it's important to be humans being instead of humans doing and existing to create moments where individuals can find space to just be. We decided Conscious Mind needed to be honest, empathetic, welcoming, and brave without falling into stereotypical tropes. Bringing the brand to life, we landed on a bold modern color pallet balanced by approachable typography and iconography. My role in the rebrand was to develop a color scheme, typographic practices, additional assets, and unite the entire brand as a single ecosystem.