A Sound Life

Brand identity evolution for a charity focused on uplifting people in need by helping them cope with adversity and stress, empowering people to become more resilient through music, yoga and meditation.

A Sounds life is a charity focused on uplifting people in need by helping them to cope with adversity and stress. 7 million people in Australia are experiencing mental health concerns, and with acute medical care as a last resort, preventative tools are mostly out of reach for the people who are most in need. A Sound life is a charity that empowers people in need to become more resilient, changing lives through music, yoga and meditation.

The brief was to help refocus and reshape the brand through strategy and design. As the organisation found itself at a point of incredible growth and growing support, it had an urgent need to sharpen its purpose and messaging — nailing a single, unifying concept, that galvanises the organisation and propels it forward. By shifting from a ‘practice lead’ organisation to a ‘cause lead’ organisation, the new brand sets A Sound Life on its journey from charitable organisation to a social enterprise.

My involvement: In this Toben project, I served as the lead designer, under the creative direction of Thorsten Kulp and Katja Hartung.