The ever-changing mind: Mieli redefines mental health

Mieli—meaning "mind" in Finnish—is the Finnish Association for Mental Health, dedicated to promoting mental well-being and offering support throughout the country. Bond collaborated with Mieli to create an identity centered on the "ever-changing mind,” a concept that portrays mental health as dynamic and evolving. Through shifting color schemes and adaptable visuals, Bond illustrates how mental well-being moves through different states—calm, anxious, joyful, reflective—emphasizing that mental health is a complex and universal journey. This approach makes mental health relatable and approachable, allowing Mieli to foster a broad, inclusive conversation and connect with diverse audiences across Finland.