With over 27 years’ experience, Place2Be is the UK’s leading school-based mental health charity. Their core belief is that children and young adults should not have to face mental health problems alone. 1 in 6 children and young adults have a diagnosable mental health condition and this can stay with them throughout their lives. By providing support in their early years, Place2Be’s aim is to prevent life-long mental health issues and help children to cope with challenges throughout their lives, ensuring they can achieve their full potential.
When we partnered with the Place2Be team to create an identity for their upcoming charity fundraising event, “The Arts & Minds Gala”, which aimed at building awareness around mental health and what the power of art can do in helping children explore their thoughts around the subject matter, we knew our design system had to both reflect this purpose whilst also drawing inspiration from the RIBA venue and paying homage to the award-winning space the gala would occupy.
Our challenge was to translate Place2Be’s core vision in using creative expression and play, to openly talk about mental health across a flexible identity system that would also draw reference from the inspiring space the gala was hosted in.
We identified the key idea of art being able to open minds as the central statement for the identity. The design system communicates art as a form of expression to talk about mental health, using typography as the main storytelling tool. The ‘M’, representing the mind, serves as a hero asset that can flex to hold any artistic expression, represented by the ‘A’. We created a suite of different ‘A’s’ to reflect the endless individual expressions that art can be, whilst the ‘M’ monogram pays tribute to the RIBA building typography and brings the venue to life in the design. Together, the ‘A’ and ‘M’ lockup defines the entire identity and translates the idea that being exposed to different forms of art and disciplines opens and broadens your mind.
The Arts & Minds gala aimed to raise enough money to support 20 new schools with mental health support counselling, but following the event was able to raise funding to support closer to 25 schools to improve the social, emotional and mental wellbeing of children and young people in the crucial formative years of their lives.