Case Study Identity December 9, 2025

Heartwoods Mental Health LLC

Task

For this project, our main goal was to connect with men in the community and spotlight the importance of self care and mental health. Using a limited color palette, we were tasked to create 5 unique t-shirt designs that reflected the values of the organization, as well as 3 posters to promote the upcoming Mental Health Festival in Chillicothe.

  • Strategy

    Marketing and Merchandise

  • Design

    Art Direction

  • Client

    Heartwoods Mental Health

⬤ 01. Challenges

Connecting with Men in the Community

The biggest goal for this project was to create materials that connect with men in the community, acknowledging how often their mental health needs are overlooked or minimized. This was made a slight challenge when the main modes of messaging were through typically feminine imagery like flowers and butterflies. By using modern, trendy elements such as texture and vintage distressing, the designs are made for a larger crowd, encouraging more people to gain interest into what Heartwoods is all about.

By focusing on relatability to the audience and striking visuals, each design encourages men to recognize their own experiences, encouraging them to reach out for help if they need it. The work created for this project ultimately strives to invite the community into an organization that provides the resources, connection, and care they need.

⬤ 02. Experience

Prioritizing Mental Health with a Modern Approach

After deciding on a vintage, warm, happy approach to this project, we began with selecting colors that felt bright and inviting, avoiding anything too muted or clinical. Visuals were chosen based on the messaging being used, ultimately landing on visual metaphors for growth and transformation, common themes of Heartwoods as an organization.

From there, the organization’s sayings were paired with the chosen imagery, adjusting layouts and hierarchy to keep each design unique, but cohesive as a collective. By combining our chosen  colors, unique typography pairings, striking visuals, and Heartwoods’ kind messages, our final pieces were designed to gravitate towards men in the community in hopes to emphasize the importance of mental health.

Color palette

/ Foundations

Design system
Primary
#154642		 SCSS var
$color-teal

◯
R 21
G 70
B 66

Heartwoods Teal

Primary
#f68742		 SCSS var
$color-orange

◯
R 246
G 135
B 66

Heartwoods Orange

Primary
#ffd16d		 SCSS var
$color-yellow

◯
R 255
G 209
B 109

Heartwoods Yellow

Primary
#a0b960		 SCSS var
$color-green

◯
R 160
G 185
B 96

Heartwoods Green

Typography

/ Scales

⬤ 03. Process

Testing and finalizing

The final stage of this project focused on creating posters for the Heartwoods Mental Health Festival, taking visuals used in the t-shirt designs to keep everything consistent and recognizable. Key elements like the colors and graphics were carried over and rearranged to fit larger formats. The goal was to create posters that felt connected to the earlier pieces, offering something attention-grabbing that will draw people in. In this process we were able to experiment with more textures, and elements that couldn’t be translated on t-shirts. By reusing familiar design elements from earlier, the posters helped tie the whole project together and created a cohesive look to promote the event.

Credits

Management

Mark Franz
Project Manager

Nathaniel Berger
Account Manager

Creative Direction

Mark Franz
Creative Director

Caroline Murphy
Creative Director

Xenab Malik
Creative Director

Production

Amanda Baker
Lead Graphic Designer

Anthony Wotring
Assist Graphic Designer

Propose a project through our parent organization, the Lights Regional Innovation Network.

Ready to work together?
Project Proposals
Back
Next Project
ACE

This website stores cookies on your computer. Cookie Policy