For nearly 50 years, Mind Australia has been recognised for our commitment to lived experience. It’s central to our history, and it will continue to guide and define us into the future.
Staying true to our values, when we embarked on a brand refresh, we didn’t start with colours, logos or design, we began by listening. We met with consumers, carers and our staff to understand what the refreshed brand should represent, and what needed to change.
This involved workshops at different Mind services, staff surveys and extensive consultation with members from our Lived Experience Advisory Teams. These advisory groups help ensure lived experience informs Mind’s service design and delivery, as well as key organisational projects such as our brand refresh.
Throughout this process, people spoke about the importance of humanity, community and connection. They described these as the qualities that make a difference when people engage with Mind and wanted them reflected throughout our identity.
“Authentic lived experience representation ensures that way we understand ourselves and our purpose, is shaped by the people and communities we exist to support,” Katie Larsen, Mind’s Executive Director – Lived Experience, said.
“When people see Mind, we want them to recognise the same humanity, respect and connection that they experience when they walk through our doors. That’s why lived experience hasn’t simply informed our refreshed brand it sits as the foundation of our brand vision: ‘humanity and community shape mental health, so we can all live the lives we choose’.”
This vision reflects our belief that meaningful mental health support is shaped alongside people with lived experience, communities, families, carers, partners and our workforce.
Reflecting the Mind experience in our new brand
Every day, we hear from people who have experienced different parts of the mental health system before finding Mind.
Many people tell us there is something different about the way they are welcomed, listened to and supported. Our refreshed visual identity has been designed to better reflect that experience.
Whether someone is visiting our website, connecting with a service for the first time or seeing Mind in their local community, we want our brand to communicate the same sense of connection, openness and respect that people experience when they engage with us.
“Our brand is often the first connection someone has with Mind. We wanted it to reflect the way we connect with people, and the experience they’ll have with us,” Mind CEO Gill Callister said.
“That experience shouldn’t begin when someone first walks through our doors. We want it to begin from the moment someone encounters Mind.”
As the refreshed brand is rolled out, people will begin to see more lived experience stories and perspectives across our communications and on our website, more content designed for people accessing our services and seeking support, imagery that reflects our people and communities, and stronger First Nations representation throughout our visual identity.
A brand that continues to evolve
As our organisation continues to evolve, so too will our brand. We’ll continue listening to people who access our services, our staff, people with lived experience, partner organisations and the communities we work alongside. Their insights will help us learn and grow, and ensure that our identity continues to evolve and reflect the people that matter most to us.
“We are proud of our history and the evidence that backs our work - and we are also humble enough to keep evolving,” Ms Callister said.
“The people who shape Mind will continue to shape our brand through their ideas, experiences and feedback. Listening, learning and evolving together are how we’ll ensure our identity continues to reflect who we are, who we aspire to be, and the people and communities we support.”