Designed Minds
Leading a brand refresh for a community of designers who build
Designed Minds is a community of designers who think like designers and build like entrepreneurs. The community offers workshops, live events, and a space to grow alongside peers. As the community’s programming expanded, its visual identity hadn’t kept pace. I led the refresh, coordinating a team of four designers across branding, illustration, and the website, and built the brand guidelines that anchor the system.
Brand Identity
Design System
Social Media
Illustrations
Scope
2026
Duration
Olivia Prusinowski
Blake Lemons
Liz Harter
Kelly Simpson
Team
Brand Lead
Role
The refresh had to do more than look new. It had to give a growing community one consistent voice, from workshop series like AI for Designers to social media and the website. We built the system around the idea of being bold and building: a palette with rich colors, Bricolage Grotesque paired with Mulish, and illustrations of designers constructing, stacking, and climbing. The system is also built to stretch, so sub-brands like the podcast can grow their own palette and icons while staying part of the family.
Evolution of the Identity
2026 Sadhana Pakala | Designed with love (and too much caffeine)