Science Museum of Minnesota

A ground swell of efforts to eliminate the stigma of mental illness is underway. One admirable public effort is being led by the Science Museum of Minnesota. Having created the Mental Health: Mind Matters exhibit, a first-of-its-kind in the U.S., the museum experts asked me to lead its creative team in the development and execution of a promotional campaign. I collaborated with the museum’s Exhibit and Marketing teams, a photographer, six individuals who bravely volunteered to share their personal stories, and a liaison from the National Alliance on Mental Illness (NAMI).

According to NAMI, one in five adults in the U.S. lives with mental illness, with 50% of lifetime cases beginning by age 14 and 75% by age 24. Hidden in the numbers are additional factors that compound and perpetuate the problem. Social stigma breeds silence among the afflicted. Symptoms go untreated. Lack of understanding among family, friends, and strangers spills an abundance of misinformation. I’m honored to have the opportunity to help advance open conversation of this important topic.

Exhibit Logo

We created a logo mark and logotype with hand-drawn elements and uneven watercolor brush strokes to complement the exhibit’s genuine stories and to acknowledge human imperfection. The logotype and design also accommodates multiple languages to optimize access to the exhibit’s message from market to market.

Mind Matters Logo_nosponsorMind-Matters color logoMind Matters Logotype

Mind Matters Logotype_spanish copy 2

Print Campaign

The half-page newspaper campaign introduced the exhibit by featuring six individuals who shared their mental illness stories on video for a powerful segment of the exhibit experience. Photos by the talented and hilarious Wendy Zins.








Poster & Way Finding



Social Media

Coloring therapy books provided inspiration for a selfie station backdrop promoting the exhibit sponsor’s mental health program and Instagram hashtag.