After months of planning, strategy, and UX design, it was time to bring the brand to life. In collaborative design workshops, we explored ideas reflecting Design Principles established in our Strategy Brief. With a shared vision to anchor a design system and a new logo provided to our team to work with, type families were carefully selected for what they expressed conceptually about the brand and for their legibility in CMI’s long-form digital content. A new color system gives distinct sub-identities for CMI’s Care, Education, and Science practices, while visually structuring content and adding vibrancy. Combined with patterns, illustrations, and treated imagery, the results are a brand experience that’s equal to The Child Mind Institute’s reputation—approachable and welcoming; caring and committed; helpful, people-centered, and supportive; educational and practical; and innovative and evidence-based.