MENTAL HEALTH
Education
Brand Strategy | Brand Identity | Digital Experience
The core logo concept is a translucent square that sits over the name and represents the balance between scientific thinking and emotional feelings. Applied to the initials CJMH, this glass-like square overlaps the letters, creating a soft blur where they intersect, linking straightforward, strong typography with a more delicate inner layer. A white-to-blue gradient, refined light and shadow, and ripple-inspired motion together create a calm, lucid atmosphere that feels like a quiet, healing mental space.
I led the overall visual direction for the brand identity concept and modification, defining the color and gradient system, and extending the identity across applications, including print-ready files. This included a stationery set, printed materials, and the whole brand guideline book. I also worked closely with the web developer on the core “Product Overview” page to align layout and motion with the brand.
Impact:
Since launch, the brand identity has made the system easy to recognize and apply, supporting the product's use in clinical practice at more than 40 Chinese universities, contributing to over 30,000 hours of work in the mental health field, and clearly improving the efficiency of school counselors.
Agency:
2x4
Client:
Cosmos J Mental Health
Role:
Logo Concept & Identity Refinement, Visual System, Brand Book & Implementation (Lead)
Creative Direction:
Jing Xin, Celine Fu
Web Developer:
Lin Ji