Alter Minds - Non Profit Organisation
Alter Minds are a non-profit organisation. They aim to promote and inform the public about the potential benefits psychedelic drugs could have, in regards to treatments for addiction and mental health. The overall aesthetic and feel of the brand was to appear clinical so that it could be implemented into GP's and hospitals. The gradients helped to portray the effects that psychedelic drugs can have, but it was done so in a tasteful manor. A thought provoking campaign was also needed, in order to generate awareness for the brand. Hard hitting statements, accompanied with colourful gradient filled illustrations, created an engaging campaign.
The logo concept - the abstract brain logo came from the brands mission which was to alter peoples perspectives of psychedelic drugs when it comes to addiction and mental health. Instead of depicting the real, physical representation of a brain, an abstract approach seemed to fit best. The folds of the brain created an interesting form to work with and something that could be adapted into an abstract style. The name also came from the brand mission. Since the icon was the brain, the word choice of 'mind' would help connect the two.
Brain - Physical, tangible, world of the body
Mind - Invisible, spiritual representation. The world of thought, feeling, attitude and behaviour.