The document is a comprehensive brand presentation for the mental‑health movement "She's Honestly Mental" created by In Your Shoes Creative. It outlines the brand’s purpose – to transform how women experience and discuss mental health – and defines the visual identity that conveys warmth, playfulness, hope, and childhood nostalgia. The presentation details the colour palette (including specific hex codes), the custom logo and its symbolic elements, the monogram, and the handcrafted texture that ties to art‑therapy. It describes core brand symbols such as the rainbow, a suite of nostalgic illustrations (carnival tickets, cotton candy, ferris wheels, etc.), and graphic elements like the "chaos letters". Pattern systems for print and digital use are provided, along with guidelines for applying the logo, patterns, and colours. A large section explores merchandise concepts – apparel, pins, stickers, candles, notebooks, and more – showing how the visual assets can be leveraged to build a retail arm and community presence. The presentation concludes with next‑step instructions for feedback and rollout.
Topics
Brand Objective: Reframing Women’s Mental Health
Defines the movement’s mission to shift mental‑health conversation from shame to honest sharing, positioning the brand as a revolutionary support network for women.
Visual Direction & Colour Palette: Warmth, Playfulness, and Hope
Details the visual mood – rainbow after storms, childhood nostalgia – and lists the full colour palette with hex codes, including bright accent colours and grounding base tones.
Logo Design & Symbolism: Craft‑Textured Serif with Supportive Letterforms
Explains the custom serif typeface, the looping ‘H’ under the ‘M’, the arm‑like ‘M’, and the textured finish that evokes art‑therapy and imperfection.
Brand Illustrations & Graphic Elements: Nostalgic Carnival Motifs and Chaos Letters
Shows the suite of hand‑drawn icons (cotton candy, ferris wheels, tickets) and the irregular, textured "chaos letters" that reinforce the brand’s whimsical, therapeutic aesthetic.
Pattern Systems & Usage Guidelines: Depth Across Print and Digital
Presents two main pattern families, their application on various backgrounds, and guidance for integrating patterns, icons, and organic lines into collateral.
Merchandise Opportunities: From Apparel to Candles and Stickers
Outlines concrete product ideas – hoodies, pins, mugs, notebooks, candles, tote bags – and how the logo, monogram, rainbow, and illustrations can be applied to create a retail arm and community touchpoints.