Mentis Statum
DELIVERABLES
10
1
43
2
THE PROBLEM
The existing Shopify website and brand lacked clarity, emotional resonance, and a strong identity. Key issues included: A confusing brand message and weak visual consistency A website that did not effectively communicate the mission or support community engagement No structured social media content approach Need to maintain Shopify due to founder familiarity, while significantly improving quality The charity needed a clear, supportive brand experience that encouraged belonging, conversation, and contribution.
MY SOLUTION
I refreshed the brand identity and rebuilt the website without changing the core logo, ensuring meaning, accessibility, and continuity for the existing community.
Brand Identity Development
- Conducted persona and user research to understand tone, language and emotional motivators
- Introduced the “Keep Going” concept using a semi-colon symbol to reinforce mental health advocacy and continuity
- Developed brand patterns, colour palette and typography system
- Created a formal brand and clothing guide for future collaborations
Website Rebuild
- Designed UX architecture and UI in Figma, then built the site in Webflow
- Converted to a Shopify theme via Udesly, enabling the founder to manage the store independently
- Expanded the site to emphasise support resources and community value, not just sales
Social and Content Support
- Created 43 Canva templates to allow ongoing self-managed content creation
- Delivered a social strategy guide to support community-led messaging
- Designed flyers for offline awareness and event promotion
This repositioned Mentis Statum as a supportive community brand, rather than just a clothing storefront.
Delivered
- 10-page Shopify theme (designed in Webflow → converted via Udesly)
- 1 Brand and clothing guide
- 43 Canva social templates
- 2 promotional flyers
Tools Used
Figma · Webflow · Shopify · Udesly · Illustrator · Photoshop · InDesign · Relume · UberSuggest
