[BRAND] Branding and Character Design for MHW:PH

Situation

In May 2025, the Mental Health and Wellbeing affinity group (MHW:PHL) was launched in Amazon Philippines with the goal of proper education on mental health and support for mental wellbeing more accessible to everyone. This stemmed from the increasing number of mental health issues not only within the organization but also around the world, as seen in many different news reports.

Solution

As the marketing lead for the affinity group, I was tasked to develop the branding for MHW:PHL. Alongside the founder of the affinity group, we created with the heart + brain emblem for the logo to communicate the link between mental and emotional wellbeing. From this emblem, we were also able to create the affinity group's "main mascot" — a happy little drawing of the heart + mind, looking relaxed and contented.

Both the logo and the mascot were used as the design of the photo booth for the onsite launch events in Manila and Cebu.

We also created more characters for our wellness stickers — PositiviTea, Calm Clementine, Listening Lemon, Thoughtful Taco, Brainy, and Caring Carrot — so that supporters of the advocacy can have a piece of peace wherever they go. To further strengthen the group's advocacy, we added short "affirmations" for each character.

These stickers were distributed during the launch event, and the characters have since become a staple in the promotional materials for the MHW:PHL's activities.