Mindless Play
fighting the idea that mental fitness has to feel clinical or exclusive.
Mindless Play is a mental fitness platform built around play, connection, and everyday cognitive routines. The team set out to create something that felt welcoming and intuitive, especially for audiences who are often left out of digital wellness tools.
Goodfight partnered with Mindless Play to design a brand identity and visual system that could support a growing game-based platform while staying approachable, accessible, and grounded in real use. The work needed to scale across digital gameplay, interface elements, and future product experiences without losing clarity or warmth.
Mental fitness products often lean clinical or overly technical, creating barriers for people who could benefit most from them. Mindless Play needed a brand system that could:
Make mental fitness feel approachable instead of intimidating
Support an older and intergenerational audience with accessibility in mind
Balance playfulness with credibility
Scale across multiple games, UI states, and platform touchpoints
The challenge was designing a system that felt joyful and simple on the surface, while being structured enough to support a complex digital product.
The challenge
Our Approach
We grounded the brand in the idea of purposeful play.
Our approach focused on clarity, legibility, and consistency, informed by accessibility and age-tech best practices. Typography, color, illustration, and UI elements were intentionally designed to reduce friction, avoid visual overload, and support ease of use across devices.
Illustration played a functional role, not just a decorative one. Visual elements were kept simple, high-contrast, and emotionally expressive to support navigation, comprehension, and engagement within the games themselves. The result is a flexible system that feels light and playful while remaining structured and usable.
Services Goodfight Provided
Brand identity design
Logo system and usage guidelines
Color palette and accessibility standards
Typography system optimized for readability
Illustration and iconography system
UI foundations for digital gameplay experiences
Brand guidelines to support future growth and consistency
Branding that shows up and delivers
Client win: $125k awarded
Panasonic Well Pitch Competition
Top 5 finalist · CES 2025 showcase
CES 2025 spotlight
Mindless Play appeared in the Panasonic keynote as a partner, with a featured exhibitor presence.
AgeTech Collaborative x AARP
Official partner spotlighting Mindless Play’s games for mental fitness.
Built by goodfight
This project reflects how we approach work in wellness and health-adjacent spaces. We focus on taking complex ideas and turning them into visual systems that feel practical, human, and easy to engage with.
Mindless Play is an example of how brand and system design can remove friction, encourage participation, and support mental fitness in a way that feels approachable rather than intimidating.
It builds on our broader experience designing mental fitness and wellness platforms, patient education through visual storytelling, and training and education tools across healthcare and public health.