Artists have Reform in Mind 17 November 2009

Reform have been tasked with re-branding of Huddersfield based arts organisation,
Artists In Mind (AIM)

AIM was looking for a brand that positioned them as a serious arts organisation and helped to represented their core values.

AIM’s mission is to:
To support artists with acute and enduring mental health problems in the community and within psychiatric institutions, promoting the value of the creative process towards self-realisation in mentally ill individuals.

To highlight the significance of the sharing of psychological insights and experiences through art; the benefit to the artist-patient in terms of identity and self-esteem, to the contemporary artist in terms of professional development, and to the wider community in gaining a deeper understanding of psychic processes.

To counter prejudice by challenging negative social perceptions of the mentally ill.

To offer opportunities in the form of creative and professional development for mental health sufferers both within and beyond the institution.

To support staff within psychiatric institutions in their own work as arts facilitators, developing active partnerships between arts organisations, psychiatric institutions and similar initiatives both nationally and internationally.

To initiate and engage in debate within the area of art and healing from the premise of the Artist, to publish within the field, and to offer the work of AIM as a premise for the research of such issues for both clinical and cultural use.

The new brand includes a hand drawn element to give a crafted and friendly quality. Reform has encouraged AIM not to go down the normal corporate colour route. The logo will be shown in different colours on various applications keeping the brand fresh and flexible.

John Holt, founder of AIM comments:
“I was aware of Reform through their excellent work with the Manchester based British-Asian arts organisation, Shisha. We approached Reform to design some booklets some time ago and we were well pleased with the results. I like Reform’s sensitivity to understand and represent the ethos of AIM. Paul Heaton, Reform’s creative director is always aware of the sensitivity to representation of issues arising from the field of the arts and mental well being and has consulted and worked with us in the important matter of distinct and individual imaging of our core values.”

Reform have also been commissioned to redesign the AIM website and work with AIM on the Remembering Project. Final outputs will include a publication and website design.

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