Activating Change
Event Campaign, Mindflick
Role: Creative and design lead; visual identity, all campaign assets, email design and event materials. Collaborated with the growth team on campaign planning and touchpoint strategy.
We approached event identity design as a thoughtful and strategic process, one that required a deep understanding of Mindflick’s brand and the psychological themes behind the event. Mindflick already had a strong identity that felt energetic, human, and action-focused. Our task was to evolve that with a concept that brought depth to the event theme without losing what made the brand feel inspiring and approachable.
Approach
I ran collaborative workshops with the growth team to understand the psychological themes behind the event. The central question ‘what feeling do we want delegates to leave with?’ shaped every creative decision. The answer was hope, which informed the gradient colour system, the continuous form of the symbol, and the warm, energetic tone across all materials. The symbol itself was inspired by an opposing mindset diagram drawn by one of the psychologists, rendered as a 3D infinity loop in Blender to reflect forward-thinking ideas, transparency and motion.
Overview
Mindflick is a performance psychology platform that integrates mindset profiling with real-time tools and micro-learning nudges to unlock potential and drive high-impact performance in organisations and elite sports. As part of a new marketing strategy and brand refresh, they launched a quarterly themed event series. This particular event focused on the human science of delivering large projects, with the challenge of creating a visual identity that aligned with the theme while maintaining brand consistency across all platforms to strengthen recognition and awareness.
The final render featured a glass-like 3D infinity loop in core brand colours, chosen to reflect forward-thinking ideas, transparency, and motion. The symbol was inspired by an opposing mindset diagram drawn out by one of the psychologists. Its soft edges echoed Mindflick’s approachable tone, while the continuous shape nodded to the science-driven mindset work at the heart of the brand.
To bring this concept into the broader campaign, we layered the symbol with existing brand assets like waves and sparks. This reinforced consistency while introducing something fresh. The identity was rolled out across digital touchpoints including social media teasers, event collateral, and email campaigns, all designed to feel cohesive and engaging. Materials were intentionally designed to be reusable; LED display boxes and digital screens replaced single-use print where possible, reflecting the organisation's commitment to sustainability
Rooted in curiosity, human insight, and performance, the direction helped introduce Mindflick’s updated identity while supporting their goal to connect with new audiences. At the centre of our work was a key question:
How do we visualise the unseen mindsets that shape performance?
This guided every decision and helped create a story that felt both grounded and forward-looking.
The event sold out, with over 50 C-suite executives and senior leaders in attendance including Sir Andrew Strauss, Sir Michael Barber and Dr Chin Wei Ong.
The email sequence achieved 80%+ pre-event delegate questionnaire completion, with only a small number completing on the day.
Following the event, the CEO said the campaign felt truly like Mindflick, the clearest signal that the creative direction had successfully captured the brand's identity at a pivotal moment of transition.