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Taking minds for a walk in support of mental health.

Mindfulness is fast becoming a mainstream practice with more and more people taking it up to deal with the stress of everyday life. If you ask those who care for their mental and physical health, the Mindful Walk couldn’t have come at a better time—before this event there was previously no social outdoor activities to celebrate mindfulness. 

Adopting the event as ‘one of ours’ we became event partners with the team behind the Mindful Walk. When developing the brand strategy, it was important that we position the event as approachable, one that would appeal to a mainstream audience, those new to the mindfulness concept, as well as the average mindfulness fence-sitter. The brand identity produced is highly social, injected with a human touch it is one you can actually make friends with, one that is engaging—encouraging the audience to join in the Mindful Walk.


Madam Heap


Strategy + positioning—Event experience—Identity—Copywriting—Marketing collateral—Print communication—Social media—Illustration


All funds raised were donated to Livin in support of their work to change the way mental health and suicide is understood, spoken about and prevented.