Liberate in Mind
LOGO DESGIN, BRAND EXPANSION, WEBSITE
The Project
The brilliant mind Dana McPhall was looking to create a brand to represent her advocacy work. Through education and community care, the project serves as a visionary platform for the collective liberation of both humans and nonhuman animals. She needed a brand and website that conveyed professionalism, compassion, and safety to her audiences, creating a space where joy is a big point of focus: dreaming about what the liberated future could look like.
Our Approach
We looked for ways to differentiate Dana’s brand from others working in this space, leaning on the unique educational aspect which focuses on bringing forward the ideas, lived experiences, and perspectives of BIPOC scholars and activists – thinking about how we can be effective in liberating marginalized communities AND animals, and transforming how we think about animal & human oppression. We aimed for a brand that feels warm, safe, joyful, compassionate, and professional.
Core Branding
The logo visualizes the essence of a liberated mind — ideas bursting forward alongside a bird in flight and flourishing leaves. It captures the transformative “aha" moment when the interconnectedness of all forms of oppression becomes clear. Symbolizing the connection between humans and non-human animals, the design balances themes of rebirth, community, and growth. Ultimately, the mark radiates thriving joy and a grounded hope for a more just future.
The color palette is inspired by nature, and intended to be warm, inviting, and unique, without becoming overly feminine.
Custom Illustrations
We used custom illustration to bring Liberate In Mind’s personality to the foreground across the website. The illustrations play with scale – a large tree, tiny humans & animals – and the full range of the brand color palette to create a sense of whimsy and joy. They symbolize Liberate In Mind’s cross-movement coalitions through depictions of animals and humans caring for each other and passing resources back and forth on a thriving branches of a tree. We wanted to represent the beauty of the Liberate In Mind vision of multi-species communities, free and thriving.
Website Design
Liberate In Mind’s website needed to be scalable to be able to host a large amount of information as it grows, in the form of resource pages and educational courses. We used a mix of illustrations and photography to communicate the mix of joyful vision and compassionate action in the real world that Liberate In Mind strives to foster. We wanted it to be professional, warm, grounded, and calming space to invite visitors in to learn and dream.
Social Media Graphics & Training
We developed a comprehensive social media toolkit for Liberate In Mind, fully integrated into Canva for seamless use across their various programs. This package featured a complete brand kit containing all essential assets, alongside a versatile library of templates designed for both general brand awareness and specific program outreach. To ensure long-term growth, we also conducted a strategic account audit and provided tailored training to elevate their digital presence.
