Brain Gym
Branding Design | Photography | Creative Direction | MA Final Major Project
Designed a branding concept for a mental wellness space targeting young adults. The aim was to disrupt traditional wellness tropes with an engaging, absurdist approach, reframing mental health as active, empowering, and deeply personal.
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Developed the Brain Gym brand, inspired by physical gym structures, to represent mental wellness as proactive, with “mental exercises” designed to empower resilience and self-discovery.
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A bold, dynamic color palette combining deep blues, burgundy, and vibrant turquoise to convey energy and creativity.
Typography blending the geometric energy of Visby CF with the approachable clarity of Cera Pro.
Absurdist imagery merging gym elements with emotional struggles, e.g., “therapy on a gym bench” and “mental weights.”
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Conducted a photoshoot that merged gym aesthetics with absurdist humor, highlighting concepts like emotional strength, resilience, and untapped potential. Bold styling and exaggerated expressions brought vibrancy and relatability to the visuals.
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Created striking posters with surreal imagery and semiotic captions like “Therapy Session” and “My Potential,” challenging traditional mental health narratives.
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Brain Gym’s absurdist branding captures the chaotic realities of young adults’ lives while empowering them to engage actively with their mental health. The playful, bold aesthetic breaks stigmas, making mental wellness approachable, relatable, and transformative.
The Process
