Modernizing access to mental health
MindBar Founder, Hailey ONeil, launched her company in 2022 and made a splash in the mental health industry. As Hailey describes it, MindBar is Masterclass for Mental Health, giving users access to a variety of coaches and mental health professionals covering a range of topics and modalities. After launching her website and product in 2022, Hailey saw the need to elevate her brand, update her user experience, and give users a "wow!" experience.
the problem
A “wow” experience from web to app
Following the launch of MindBar’s MVP and the positive feedback it received, the company was looking to improve the overall user-experience tp drive more conversions and provide a “wow” experience that felt consistent, no matter where the user interacted with the brand. The existing visual brand elemnts were limited—featuring a word mark and color palette—and the new website was an opportunity for MindBar to make a splash in the mental health industry.
the solution
Visual branding beyond a logo
Strange Salt saw an immediate opportunity to expand MindBar's visual brand identity, incorporating illustrations to encompass the brand's ethos into its online presence. The brand uses custom illustrations for each MindBar class category and incorporates abstract imagery to bring life and consistency to teacher-supplied photography. The brand elements were built to be flexible and useable, setting hte client up to use them in print and digital marketing materials.
Following the visual brand updates, the Strange Salt team redesigned the MindBar website using an existing CMS framework built by Rashad Russel at Beyond Light Creations. The website offers a seamless and delightful user-experience, giving the user smooth transitions between website and web application. The website keeps conversions top-of-mind, making it easy for users to quickly sign up or get more information before commitment.
the collective
Kelsey is a graphic designer with over ten years of experience in a wide range of digital and print mediums, working both for agencies and in-house. She has a great eye for clean, intuitive design and has been called a curator of inspiration and cultivator of culture. Kelsey has a holistic approach to design, beginning with your story and bringing it to life for an engaging, delightful user experience.
Kelsey is a multi-disciplinary designer who loves to explore new mediums. She enjoys layout design, typography, brand design, animation, and illustration, combining them to build impactful brands. Kelsey brings a collaborative spirit to her projects, using brand strategy and storytelling to guide her design process.
Kelsey is always up for Karaoke and brings her sense of humor to her work, evidenced by her design of an SNL-themed event that won an ADDY award (baby hands included). When she's not designing, you can find Kelsey at home with her daughter, husband, and pup, Bear. She enjoys reading in her backyard hammock and eating anywhere and everywhere with friends in Nashville.
Jamie is a brand strategist, serial hobbyist, and the founder of Strange Salt. From managing people and facilitating collaboration to building brands and developing marketing plans, Jamie's experience spans eleven years and multiple industries. She's also the host of Scope Creep (with fellow collective member Liz Talago), a podcast for solopreneurs.
Strange Salt isn’t Jamie’s first rodeo. Formerly, she owned The Ruby Cookie, a cult-favorite cookie company. Before carving her own path in business, Jamie honed her skills at Visit Franklin (Tennessee) and various marketing agencies. She and her husband live in Nashville with their two rescue pups, Georgia and Snoop.
When she’s not working, you can catch Jamie cycling Nashville's greenways, tinkering with her 1932 Chandler & Price printing press, or traveling the world in search of the ultimate sandwich. A former spin coach, Jamie brings that same energy and drive to everything she does, infusing her work with high energy and enthusiasm to encourage clients every step of the way.
