Shift flips the idea of the overused 'soft' aesthetic that is often associated with mental health identities and shows strength in developing empathy and addressing our bias towards neurodiverse people. I wanted to be conscious of the intricacies of mental health while also balancing ways in which we could cater to different audiences or businesses to garner attendance. The lockup magnifies an altered ink trap typeface to showcase and symbolize the gaps often overlooked in the letterforms and within your office space. The vibrant blue is used to connect seemingly different aspects like feelings (ex. 'I'm feeling blue') and the classic business blue we see with popular companies (ex. Facebook, IBM, etc.). The illustrations depict desk furniture in an imperfect and shaky way to provide levity to the brand and lean into the idea that not everything must be perfect to still work right and be okay.