How Freeman Sound Built a Mission-Driven Brand & Website That Raises Mental Health Awareness
Freeman Sound is a nonprofit organization dedicated to using music as a tool to promote mental health awareness, reduce stigma, and prevent suicide. Their work centers around creating safe, inclusive spaces for open conversations about mental health, all while raising funds for local organizations that provide critical services to those affected.
Through initiatives like the Mindset Series and other events, Freeman Sound blends the universal power of music with their mission to inspire acceptance, understanding, and hope.
Freeman Sound approached me to help define and solidify their brand identity. From their mission and vision to a cohesive visual brand, the goal was to create a professional yet personal identity that reflected their story and the impact they want to make. The collaboration included developing their brand strategy, designing their logo suite, creating print and digital materials, and building a comprehensive website.
Understanding Freeman Sound
Freeman Sound’s mission is to create a positive mindset, reduce the stigma surrounding mental illness, support community mental health awareness, and prevent suicide. Their vision emphasizes the power of music to improve mental well-being, reduce anxiety, enhance mood, and increase productivity.
Through the Mindset Series, Freeman Sound raises funds for local organizations that provide support to individuals navigating mental illness and its effects. Their work focuses on education, empathy, and inclusion to build a stronger, more supportive community.
Freeman Sound was inspired by the life of Kyle Freeman, a bright, fun-loving man who was deeply passionate about music. Kyle’s journey with bipolar disorder and the stigma he faced shaped the heart of this organization. Kyle was a talented DJ and music producer, but his struggles with mental health and the lack of understanding from those around him created immense challenges. Despite his resilience and support from his family, Kyle lost his life to suicide in 2016.
Freeman Sound exists to honor Kyle’s legacy and his love of music. His story is a reminder of the importance of acceptance, education, and community support in helping those living with mental illness. Through their work, Freeman Sound aims to reduce stigma, encourage open conversations, and create a lasting impact on mental health awareness.
Building the Brand
To start, we worked on defining Freeman Sound’s mission, vision, and brand story. This helped clarify who they are, what they stand for, and how they want to connect with their audience. The mission and vision statements laid a strong foundation for everything else, ensuring their purpose came through clearly in all aspects of the brand.
The logo design was a collaboration rooted in personal meaning. The founder, Sarah, had a rough sketch of an idea: a face with a gear and turntable integrated into it. We refined this concept into a professional logo icon that symbolized mental health and music—a gear representing thoughts and the turntable highlighting Kyle’s connection to music.
For the wordmark, we took inspiration from Kyle’s graffiti-style writing, pulling elements from his old mixtapes and CDs. This added a deeply personal touch, making it feel like Kyle himself had a hand in the design. The result was a full logo suite, including the icon, wordmark, and combination marks, that feels authentic, meaningful, and versatile. To bring the brand to life, we also developed a typography kit featuring bold and modern fonts and a brand color palette, including warm and fun colors inspired by reggae music and 10 custom icons that represent key elements of the brand’s mission. While they work on building their own library of photos, we helped them select stock images that align with their brand’s tone and messaging.
Bringing the Brand to Life
Digital Assets
We created a comprehensive website for Freeman Sound that includes their mission, vision, and story, a donation platform to support their work, event pages to promote their Mindset Series and initiatives, and an online shop where the proceeds go towards organizations that fight mental health stigma.
To enhance their digital presence, we also created motion graphics, including an animated version of the logo where the record spins, and social media graphics to keep their messaging consistent across platforms.
Freeman Sound also needed materials to connect with their community at events. We designed t-shirts perfect for giveaways at concerts and events to build brand recognition, a branded tablecloth and other materials to create a cohesive look when they set up an event booth, and professional Business Cards and Stationery to help spread their message and connect with supporters.
The final brand came to life with a full suite of assets that are cohesive, professional, and deeply personal. From the logo to the website and event materials, Freeman Sound now has the tools they need to promote their mission and raise awareness in a meaningful way.
Results and Client Feedback
Freeman Sound now has a complete, cohesive brand identity that reflects their mission and Kyle’s legacy. The logo, website, and event materials work together to tell their story in a way that’s professional, personal, and impactful. With these tools, they’re better equipped to promote their events, raise funds, and connect with their community.
The new website makes it easy for supporters to learn about Freeman Sound, donate, and stay up-to-date with their Mindset Series and other initiatives. The motion graphic logo and social media assets help them stand out online, while the print materials give them a strong presence at in-person events.
Here’s what Sarah, Freeman Sound’s founder, had to say about working with us: "Faye is a bright, talented, and exceptional artist. Her designs and animations start from her original drawings, which capture unique authenticity in her work. This project was my first time developing a website and social media presence. Faye made the initial contact very seamless and comfortable and quickly understood the personal importance of the design I wanted. She motivated me to dig deeper and make wiser choices. Faye is a unique combination of artist, visionary, and cheerleader, with a contagious positive frequency that she maintained throughout the entire process. I am so thrilled and blown away with my new website. Constant Creates has been the most valuable part of getting my nonprofit off the ground. Don’t hesitate to connect with Faye. She is wildly talented with her thumb on the pulse."
The work we did for Freeman Sound shows the power of aligning a brand with its story and mission. From their logo to their event materials, everything was designed to communicate who they are and the impact they’re making. By creating a cohesive and professional brand, Freeman Sound is now in a strong position to grow its reach, raise awareness for mental health, and continue honoring Kyle’s legacy.
Freeman Sound has all the tools they need to keep building their community and spreading their message of acceptance and understanding. Their story is just beginning, and we’re proud to have been part of bringing it to life.
If you’re a nonprofit or passion-driven business looking to build a cohesive brand that tells your story, let’s connect. Together, we can create something meaningful and unique that makes an impact.
