The mission of The Hawn Foundation, founded by award-winning actress and children's advocate Goldie Hawn, is to equip children with the social and emotional skills they need to live smarter, healthier, and happier lives.
Working with neuroscientists, behavioral psychologists, educators and leading social emotional researchers, The Hawn Foundation developed an evidence-based program that teaches students in grades K-7 how their brains work and gives them tools to help manage their emotions and behaviors. Research on the program found that participating students significantly decreased aggression and behavioral problems and greatly improved self-esteem, self-management, and optimism.
The organization came to CoreBrand because their branding did not adequately communicate their vision and mission and the visual identity was not appealing to a wide range of age groups.
CoreBrand began this pro-bono project by rebranding the educational curriculum to better align with important brand attributes, such as optimism and connectivity, and to appeal to all audiences: students, parents and educators. While simple and straightforward, the new name, MindUP, speaks to the scientific research behind the curriculum and its goal of supporting children to help them learn. The visual identity reflects the organization's optimistic approach, with its emphasis on the word "UP" and bright colors. The hand-drawn star adds a human touch and represents the program's ability to spark inspiration in its students.
To enable the organization to manage its communication materials, CoreBrand provided templates for the curriculum and PowerPoint which are carefully designed to be easy-to-use and keep production costs low.