Branding and Character Design for MHW:PH
Branding and characters that I made for the Mental Health and Wellbeing: Philippines Chapter at Amazon
- Client
- Amazon
- Role
- Art Director, Copywriter
- Years
- 2025 - 2026
Challenge
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. As the marketing lead for the affinity group, I was tasked to develop the branding for MHW:PHL.
Action
I sat with the founder of the affinity group and brainstormed on what we want to communicate through the logo. We wanted to show how the heart and mind worked together to from one’s wellbeing. We also wanted the emblem to be flexible enough that it can be re-dressed for any occasion — whether it be a formal engagement or a celebration, or an advocacy. With this in mind, I then designed the green mind + heart logo.
Taking it a step further, I created a mascot — a heart-shaped brain — called “Brainy” (very creative, yes, thank you). Brainy has since been on the cover of every fireside chat, on every poster, and even on photo frames that our members and event attendees love snapping a photo with.
Both the logo and the mascot were used as the design of the photo booth for the onsite launch events in Manila and Cebu.
I didn’t want Brainy to be lonely, so I created more characters for our wellness stickers — PositiviTea, Calm Clementine, Listening Lemon, Thoughtful Taco, 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, I also 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.
Results
60+
minutes of engagement in the photo booth even post-event
180+
active online viewers and onsite attendees for every event
- High engagement even after the launch event, with attendees taking photos in the photo booth
- Sticker packs were emptied out during the launch event, were reprinted due to popularity, and distributed in succeeding events
- Over 180 active online viewers and onsite attendees in every fireside chat, with 10+ queries sent during Q&A sessions on both platforms across Amazon PH sites
- Over 300 downloads for the desktop and mobile wallpapers of the characters within the first week of release
