Brand Foundations
Articulating the essence of
MindVolution
Vision
To be a beacon of safety, compassion, and fulfillment, supporting all those in our communities who need it most. 
Mission
MindVolution builds strength and stability through comprehensive mental health and substance use treatment delivered through evidence-based, whole-person care.
Value Proposition
The work we do, grounded in the lives we support and the ambitions we all share…
Value Proposition 1
We provide mental health and substance use treatment services that prioritize client’s unique needs through the delivery of high-quality, evidence-based, whole-person care.
  • Interconnected services offer clients support in every aspect of their lives within a range of community-based, outpatient, inpatient, and residential settings
  • Equitable outcome-based approaches shape the delivery of care to meet the increasing expectations of clients, donors, and payers
  • A focus on clinical excellence informs how we hire for, build, and deliver the highest quality services, raising care standards across Northern California
  • Targeting mental health and substance use treatment, and offering support within mild to moderate and severe conditions defines our focus, the role we play within the community, and the success we enable
Delivered through a culture of shared experience, collaboration, and interconnection between teams…
Value Proposition 2
A culture built on shared ambition for compassion and evidence-based care unites teams to offer inclusive, safe spaces that encourage clients to thrive.
  • Driven by our shared lived experiences, we bring a unique understanding and appreciation of the challenges our clients face to every interaction and relationship
  • A culture of transparency and collaboration drives interconnection between teams and services to offer more impactful whole-person care
  • An environment that values growth opportunities encourages team members to learn and progress through doing meaningful, positively impactful work
  • Diversity, equity, and inclusion sit at the heart of the organization guiding hiring, development, and growth decisions ensuring our teams culturally reflect the communities we serve
That not only helps individuals thrive, but tackles the wider issues and encourages communities to succeed together.
Value Proposition 3
We look at the individual and beyond to improve community outcomes by contributing to tackling the wider societal issues that impact the mental health of those we serve.
  • Tackling the stigma for individuals but also the families and friends that continue to offer support when our role ends
  • Advocating for self-developed success helps clients take the first step to a healthier future by building resilience and strengthening the skills required to live independently
  • Creating a knowledge environment through thought leadership where we share and communicate our expertise and point of view in an effort to raise care standards for all
Positioning Statement
Capturing who you are, what you do, who you are for, the value you offer, what makes you unique and why it matters.
At MindVolution, we exist to support the most vulnerable members of our communities. We believe that every single person deserves access to the care and support they need to live fulfilling lives.

Our evidence-based, whole-person care stands at the core of our commitment to delivering high-quality mental health and substance use treatment services across Northern California. With a resolute focus on clinical excellence, we raise the bar for care standards, instilling confidence in clients, donors, and payers alike.

Embracing a culture built on shared ambition, compassion, and empathy, our inclusive and safe spaces foster an environment where clients can thrive. We cherish diversity, equity, and inclusion, ensuring our organization reflects the communities we work with.

Driven by lived experiences and marked by transparency and collaboration, we create powerful connections between teams and services, extending our reach and making meaningful strides in tackling wider societal issues that affect mental health.

At MindVolution, we see all aspects of an individual, striving to achieve equitable outcomes and make a lasting impact on the well-being of those we serve. Together, we embark on a journey toward a healthier, more compassionate future.
Brand Persona
Personality Traits
How we want to be perceived
Devoted
We are deeply devoted to the individuals and communities we support.

Our passion and dedication to providing the best possible care extends to how we work together as team. 

Through respect and collaboration, we work each other to enable the success we offer our clients. 
Curious
We embody a curious spirit, to understand the needs of others.

We aim to learn through alternative viewpoints and new perspectives.

We acknowledge opportunities to improve  but don’t sit back, instead continuously seek new clinical practices for better patient outcomes.
Resilient
Our resilience is our power, providing clients the strength and stability they lack elsewhere. 

We stand by their side as they navigate their journey toward healing and independence. 

Despite our strength. we don’t let each other struggle. We recognize the challenges and offer support when it's needed.
Welcoming
We take pride in being a provider that is inclusive and approachable. We welcome anyone, supporting them equally. 

This extends to our teams where we encourage connection, providing safe, friendly, judgement-free spaces.

We try to relate to our clients through our own experiences, putting them at ease. 
Optimistic
We embrace optimism and hope as a guiding light in our interactions with clients and communities. 

We help clients see that success does exist and we support them on their journey there. 

Our optimism comes from the outcomes we have played a role in. We celebrate the wins and learn from the losses.
Brand Persona
Tone of voice
The lens through which we communicate
Sincere & Motivating
We speak from the heart, showing genuine care and understanding for our clients’ challenges.

With a warm yet directive approach, we create safe comforting proactive spaces, ensuring individuals feel heard, supported, and valued throughout their journey to well-being.
Open minded & Respectful
Our tone is welcoming and judgement free, to show our humility and respect for those we connect with.

Our language is inquisitive, proactive and forward thinking.

We ensure that our clients know they are interacting with an authentic team that values their unique experiences.
Confident & Reassuring
We speak with confidence, conveying that we are well-equipped to address our client’s needs. 

At the same time, our reassuring approach shows we understand the impact of emotions and perspectives. This balance inspires trust for both clients and team.
Warm & Genuine
We use language that makes individuals feel valued and appreciated.

Through our words, we build authentic relationships, fostering an environment where clients and team members can be themselves and openly express their concerns and challenges.
Uplifting & Empowering
Our language is positive and inspiring, encouraging individuals to believe in their own potential for positive change. 

We genuinely celebrate their success, empowering them to embrace the journey toward a brighter, more fulfilling future.
Personality & Tone of voice working together
Brand Messaging
Messaging framework - Clients
Target Audience
Clients
Mission
MindVolution builds strength and stability through comprehensive mental health and substance use treatment delivered through evidence-based, whole-person care.
Tone of Voice
Sincere and motivating | Open minded and respectful | Confident and reassuring | Warm and genuine | Uplifting and empowering
Message Pillars
Headline Benefit
Care for the whole person
We value people as unique individuals, offering compassionate support and connected services that link to a range of possibilities for a fulfilling future.
Welcoming, safe spaces
Through inclusive, judgment-free spaces, we welcome anyone to seek safety and to find the support and treatment they need to confidently address the challenges they face.
Self-determined success
Our teams and care approach place independence and self-determination at the heart of our services to help people build hopeful, thriving lives for themselves and their communities.
Supporting Proof Points
  • Interconnected services offer support for mental health, substance use treatment, housing, jobs and education
  • Tackling the social determinants of health that influence individual lives provides clients with lasting change

  • A wide range of services across outpatient, inpatient, and residential settings provide clients with the options that best suit their needs
  • Lived experiences within the team bring a unique understanding of client needs helping them feel listened to and respected
  • Support across the continuum of care from prevention to treatment to recovery gives clients the tools to lead functioning lives
  • Links to external support networks and adjacent providers and services allow clients to plan their own care journey
Messaging framework - Team
Target Audience
Team members
Mission
MindVolution builds strength and stability through comprehensive mental health and substance use treatment delivered through evidence-based, whole-person care.
Tone of Voice
Sincere and motivating | Open minded and respectful | Confident and reassuring | Warm and genuine | Uplifting and empowering
Message Pillars
Headline Benefit
All voices matter
We foster a culture of diversity, equity, and inclusion, developing internal practices that reflect those values.
Strive for excellence
We inspire intention to deliver sector-leading services and support throughout the organization by connecting departments and teams through collaboration.
Learn, grow, build
A thriving environment encouraging growth and professional development provides teams and individuals with opportunities to expand their skills and deliver greater value to clients and communities.
Supporting Proof Points
  • DEI policy guides hiring, development, and growth decisions
  • A careful balance between standardization and centralization reflects the needs and accountability of teams and individuals
  • A consistent vision for the organization drives unity between teams and programs around common objectives
  • Strong infrastructure supports high-quality program delivery
  • Collaborative decision-making enables team contribution to the direction of the organization
  • As a mindful employer, we support team members with the tools and opportunities to do the most meaningful work of their careers
  • Skills training provides opportunities for growth and development within the organization
  • Career pathways are designed to guide employee development and growth for career progression.
  • Performance and goal planning with support to meet said plan and goals
Messaging framework - Donors and Funders
Target Audience
Donors and Funders
Mission
MindVolution builds strength and stability through comprehensive mental health and substance use treatment delivered through evidence-based, whole-person care.
Tone of Voice
Sincere and motivating | Open minded and respectful | Confident and reassuring | Warm and genuine | Uplifting and empowering
Message Pillars
Headline Benefit
All voicesDriving evidence-led change
Our goals of clinical excellence and equitable outcomes drive scientific, evidence-based care services that ensure clients are always supported in meaningfully impactful ways.
Enabling thriving
communities
Our work doesn’t stop at the individual but extends to the communities we serve by addressing the stigma and broader social determinants that place barriers on thriving communities.
Transforming experience into outcomes
With a dedication to scientific understanding, we use our knowledge and resources to contribute to measurable outcomes that advance the health of our communities and beyond.
Supporting Proof Points
  • A unified clinical and operational approach to program partnerships positions the organization ready for a value-based future
  • High-quality services reflect compassion, science, and understanding of root causes
  • Formal outcome measurement across programs holds us accountable for delivering high-quality care
  • Specific job support and education programs help individuals function and thrive within their local communities
  • Documented impact shows how the programs we operate contribute to individual and community change
  • Accreditation and accountability certifications add credibility to our impact
  • Advisory relationships with key county officials allow us to shape contracts and care landscape
  • Partnerships with community-based organizations provide an outlet to share best practices and ongoing learning
  • Through clinical excellence and evidence-led care, we share experiences via thought leadership
Brand Messaging
Messaging examples
Key Messaging (Headlines - Homepage Header)
Client focus
Compassionate care for the whole self.
Team focus
Working as one to transform lives through knowledge and compassion.
Donor focus
Together, we give clients access to the essential resources to lead thriving lives.
Discover your path to strength and fulfillment.
Deeply committed to working together to deliver best-in-class support and services.
Evidence-led, whole-person care for all individuals and communities.
Your success, your journey, our priority.
Building better outcomes through respect, diversity, and collaboration.
Advocates of progress for mental health and wellness.
Key Messaging (Short form - Homepage body copy)
At MindVolution we support the lives of every person, helping them build hope and thriving futures for themselves and their communities.
MindVolution is a place where we all share a passion for delivering world class care for our clients, no matter what role we play in the organization.
At MindVolution we know that change takes effort, but with the support from those who understand the value of compassionate evidence-based care and outcomes, we can work together to change the futures of the lives that need us.
Key Messaging (Medium form - Elevator pitch)
At MindVolution, we provide evidence-based, whole-person mental health and substance use treatment services that support individuals and communities across Northern California in their pursuit of stability and fulfillment.

We see individuals as unique, striving to provide best-in-class equitable outcomes and lasting impact on their well-being. Join us on a journey toward a healthier, more compassionate future. Together, we help build thriving lives and supportive, uplifting communities.
Key Messaging (Long form - Manifesto)
In a world where mental health and substance use challenges can take over people's lives, MindVolution exists as a beacon of safety and compassion. We stand firm, guided by our mission to build strength and stability and to help individuals and communities thrive.
We embody compassion:
At MindVolution, we are a lifeline for the most vulnerable members of our communities. In the actions we take and in the words we say, we declare that everyone deserves access to the care and support they need.
Whole-person care is our focus:
Our commitment is unwavering. We advocate evidence-based, whole-person care as the foundation of our mission. Driven by a focus on clinical excellence, we establish a cycle of trust, fulfillment, and measurable outcomes that contribute to societal progress.
Inclusion is our identity:
Embracing a culture of ambition, compassion, and empathy, we foster an environment where all are welcome. Our safe spaces are beacons of acceptance, judgment-free zones where anyone can seek refuge, find support, and confront challenges with courage.
Diversity is our strength:
We are deeply committed to diversity, equity, and inclusion. Our teams mirror the communities we serve to ensure voices are respected, perspectives are heard, and situations are approached with genuine care.
Together, we are better:
United by lived experiences, transparency, and an aspiration to deliver sector-leading outcomes, we thrive on collaboration between teams and services. Our reach extends to the lives we support and the individuals and communities affected by the societal issues that create barriers to our work.
We move forward as one:
We embark on a journey toward a healthier, more compassionate future. It is a journey marked by our sincerity, open-mindedness, confidence, warmth, and uplifting spirit.
We are MindVolution, helping to build strength, stability, and fulfillment for all.
Download Logo
Logo Concept
Much like the sun's powerful rays, MindVolution emerges as a source of enlightenment and clarity.

Our logomark is a symbolic representation merging an upward-reaching arrow as a symbol of progress, growth, and a continuous journey towards self-discovery and evolution.

The geometric pattern that surrounds it mimics the sun's rays, radiating harmoniously. Each ray symbolizes the transformative power of MindVolution, illuminating the path to enlightenment and clarity.

The use of symmetry reflects a sense of order and balance, reinforcing the idea of a structured and organized approach to mental evolution.
The color palette evokes a sense of positivity and energy but also reinforces our inclusive mindset.
Logo Layouts
* Whenever possible, reproduce the logo in Master layout. Alternative layouts can be used in case there is not enough space for the Master layout to fit properly.  
Logo with tagline Layouts
Whenever possible, reproduce the logo with tagline in Master layout. Alternative layouts can be used in case there is not enough space for the Master layout to fit properly.  
Logo Minimum sizes
Logo with tagline Minimum sizes
Clear space
The height of the “M” of the wordmark serves as a guide to define the logo safe space. The alternative logo layouts should follow the same safe space principle.
Download Logo Guidelines
Logo Standards
Logo Misuse
Incorrect use of MindVolution logo compromises its integrity and effectiveness.

It is important that the logo is used consistently across all platforms and media by not altering it in any way.
Do not alter the typography.
Do not use inappropriate colours.
Do not add graphic effects such as drop shadows or outer glows.
Do not use the wordmark alone.
Do not use in low transparency.
Do not use with outlines.
Do not distort the logo.
Do not add gradient effect.
Do not crop the logo.
Download Color Standards PDF
Color Standards
Core Palette
MindVolution core palette uses:

3 Neutral bases:  
Steel Blue, Rarity Beige and White.

2 Complementary colors: Sunny and Sky.

4 Accents: Olive, Ecru, Violet, Rose.
These core colors should always take the lead and can be used on backgrounds, key visuals corporate applications and communication assets.
To ensure accessibility, Please make sure that the contrast ratio between text and background color is sufficient.
Steel Blue
Hex: #1E2837
RGB: 30. 40. 55
CMYK: 85. 75. 55. 60
Rarity Beige
Hex: #FAF5F5
RGB: 250. 245. 245
CMYK: 2. 2. 2. 0
White
Hex: #FFFFFF
RGB: 255. 255. 255
CMYK: 255. 255. 255
Sunny
Hex: #FFD296
RGB: 255. 210. 150
CMYK: 0. 20. 45. 0
Sky
Hex: #AAE1E6
RGB: 170. 225. 230
CMYK: 30. 0. 10. 0
Olive
Hex: #A0B987
RGB: 160. 185. 135
CMYK: 40. 15. 55. 0
Ecru
Hex: #DCD2C8
RGB: 220. 210. 200
CMYK: 15. 15. 20. 0
Violet
Hex: #AF69C3
RGB: 175. 105. 195
CMYK: 40. 70. 0. 0
Rose
Hex: #F5C8D2
RGB: 245. 200. 210
CMYK: 0. 25. 5. 0
Color Standards
Color Proportions
Color Standards
Color combinations
Please make sure to use color palettes only in the following combinations.
*Contrast Level 1 : For text sizes under 24pt, small shapes and UI components
** Contrast Level 2 : For large text sizes above 24pt, shapes and UI components
*** Contrast Level 3: Only for large shapes and UI components
-Low Contrast / none
Download Color Standards PDF
Color Standards
Text color uses
Texts should always be in White #FFFFFF on dark backgrounds and in “Steel Blue” #1E2837 on light background.
Download Primary Fonts
Typography Standards
Primary Fonts
Always use primary fonts for all web and printed collateral / License available on Monotype.
Download Typography Standards
Typography Standards
Type hierarchy & sizing
Download Alternative Fonts
Typography Standards
Alternative Fonts
Alternative use when Primary fonts aren’t available.
Key Visuals
Graphic elements
Download Key Visuals styles PDF
Key Visuals
Graphic elements in application
Imagery masks
Download Imagery Selection
Key Visuals
Imagery selection
Like our brand voice and Message pillars; all photography direction should be based on a spectrum of Devotion, Compassion and Whole-Person Care, Diversity and Inclusion, Hope and optimism.

Our photography should reflect inclusion, hope and compassion in mindfully composed scenes or contexts, candid subjects shots with natural and warm lights, to convey a more personal experience.
Download Icons Set
Key Visuals
Iconography
Our Iconography and Illustration style use different levels of abstraction depending on the message we want to convey, the representations should always reflect our personality and tone of voice with an approachable look and feel. We use line drawings with pencil effect to bring warmth and add a human touch to any representation.
Download Custom Letterheads
Custom Letterheads
Download Corporate Header
Corporate Header (Microsoft Word)
Download Social Media Posts
Social media posts styles
Download Avatars & Banners
Social media Avatars & Banners
Download Digital Letterhead
Digital Letterhead (Google Docs)
Thank you!