Background Image

The OK Collective

A branding system and experience for a tour for a photo book about anxiety and depression.



According to the Anxiety and Depression Association of America, 18% of the American population suffer from anxiety disorders. Nearly one-half of those diagnosed with depression are also diagnosed with an anxiety disorder. Even though everyone knows at least one person with a mental illness (whether they’re open about it or not) there’s still a huge stigma about mental illness.

An article by Psychology Today states that in 1999 the U.S. Surgeon General labeled stigma as perhaps the biggest barrier to mental health care; this stigma manifests particularly in a phenomenon known as social distancing, whereby people with mental issues are more isolated from others.


Create a photo book with an accompanying tour to tell the stories of people suffering from anxiety disorders in order to put a face on mental illness and relieve the stigma surrounding it.

Target User

Young Person With Mental Illness

Looking for a supportive community where she can help those with mental illness as well as herself.


For the OK Collective brand, it was important that it was approachable, gentle, and humanistic. Various concepts and logo iterations were explored. The main goal in the end was to have a recognizable brand, but not so powerful that it overshadowed the project and the people it aimed to help.

The Final Brand

The final brand colors are shades of teal, as it's not quite blue and not quite green. Too blue would've made the color scheme too dreary and sad, but with the touch of green it makes it a little more "natural" and "serene."

The logo was chosen as it is simple (no complex designs or decorations) and humanistic with the addition of the "ok" gesture in the counter of the "O".

Site Map

The site map contains navigation for a variety of users. There's an "about" page and "create an account" for new users, resources for those who know someone with mental illness or who are struggling themselves, community stories for anyone browsing the website, and a "tell your story" page for members of the site.

Offsite, there is also social media like Facebook and Instagram for further community interaction.


To view the desktop version of the site on InVision, click here.

To view the mobile version of the site on InVision, click here.

The Book

On the first spread is an introduction of the interviewee, including a portrait and a quote from the interview. Spread two includes the interview and a photo of the interviewee's "object of signifigance" in order to attract the reader to reading the interview: what does the object mean?

The interview is divided into two halves. The first few questions ask the subject what their personal experience with mental illness has been. The second half is focused on how they've learned to cope, as well as give advice to others that are struggling with similar situations.

Other Touchpoints

Other touchpoints include a poster to advertise the tour, a handout, and a tour t-shirt.