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Words for the mind

Mindwork is a therapy practice based in New York. Their approach focusses on the partnership between therapist and client, so it was important to stay away from language that made the practice sound impersonal or too clinical. To help potential patients get an understanding of what to expect from Mindwork, the therapists’ areas of expertise are divided into a set of digestible sections that are easy to get your head around. Delicate subjects, from loneliness and low self-esteem to stress and anxiety, are described using simple, everyday language. Which helps to create a welcoming, non-threatening introduction to the practice.

Healthcare and pharmaceuticals

About the project

Welcome to Mindwork.

You know, things don’t always go the way we think they will. We might lose something, or someone, that means a lot to us. We might find it difficult to understand why we’re behaving differently. Or it might be an unfamiliar feeling that we just can’t seem to shake off. Sometimes, we need a bit of help to understand what’s going on and that's where Mindwork comes in.

When you visit Mindwork, you and I will spend some time each week increasing your self- awareness and helping you gain more insight into your inner-life. We’ll work together so you can get more out of every day and meet any challenge life throws at you. So if you haven’t been feeling like yourself lately, let’s figure it out together.

Sydney Opera House Brand Identity

When you think of Sydney, you can’t help but think of the Sydney Opera House. Its distinctive sails have had no trouble attracting people from all over the world. But there was a problem. Even though plenty of people were visiting, they weren’t actually going inside. Most were happy to take a selfie on the steps and move on. Even though the building is seen as an Aussie icon, there was a perception that it wasn’t for everyone. To draw people into the building, the new identity needed to let people know that even though it looks great from outside, the real magic happens inside. And everyone is welcome. With the new creative idea ‘shifting perspectives’, people are invited to take a closer look — at art, culture, performance and the building itself. It offers up fresh ways of seeing the world, welcomes different points of view and provides a space for discussion. The brand voice looks at ways to reframe old ideas, posing questions and provoking thought. A mix of bold statements and everyday language gives it the flexibility to let everyone, from local kids to cashed-up tourists, know that this is a place for them.

Family and childcare
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