Smith Brain Connections

SMITH BRAIN CONNECTIONS

VISUAL IDENTITY / LOGO DESIGN / PACKAGING DESIGN

Smith Brain Connections is a nonprofit dedicated to connecting healthcare professionals to the latest educational resources about the brain and trauma. I designed their logo and visual identity to showcase their engaging leadership and human connection to this noble cause.

Challenge

Being in the wellness category, Free Will’s founder was looking for an illustrative, eye-catching visual identity to differentiate the product from more performance-focused fitness supplements.

The product would have to quickly read both on a shelf and on socials as being designed for boosting energy, mood, and concentration in everyday activities, and less on chasing PR’s in the gym.

HERO ILLUSTRATION

Beginning with hand sketches, the overall composition, environment, figure, and pose were carefully refined and revised to find the perfect, distilled, singular image to communicate the brand’s unique promise: A one-of-one formulation supplement that provides lasting energy, calm focus, and the feeling you can conquer any challenge.

The style of the hero illustration established the look and feel, and informed the development of the rest of the visual identity including colors, typography, and iconography.

BRAND CONCEPT

With the approved hero illustration depicting the brand’s mascot “Will” soaring high above the Earth, the brand concept of Free Will being “Fuel For Dreamers” emerged.

This lent itself to the continued development of other brand assets like cloud illustrations, start fields, sky gradients, and compositions with depth and atmosphere. These elements co-communicate the brand concept without using the hero illustration in every application.