Backed by Lundbeck, Great Minds is an educational platform focused on understanding depression and its treatment. Through expert talks, lectures, and shared insights, it helps doctors and mental health professionals stay informed on advances in care and best practices.

Mental health education often comes wrapped in overly clinical or heavy-handed communications. Great Minds needed a brand that felt different. Something warm, intelligent, and approachable. A brand that could deal with a serious topic, without feeling… depressing.

We built the Great Minds brand from the ground up, from name and logo to identity and tone of voice. At its heart is a distinctive illustration style, brought to life through three signature artworks: Open Mind, Thought Bubble, and Big Head. These became animated brand idents, with the illustration system then expanded into a full suite of icons and visuals, adding charm and character across every touchpoint. Originally designed for in-person events, the brand flexed effortlessly into digital to support livestreams, webinars, and online learning when the world went remote.

The talks were a success, and the client was delighted with a brand that set a new tone for how serious subjects can be handled with warmth and creativity.