Ellen Stoehr Design
freelance creative director \\ designer

Wildwood Theatre

Branding mental health

Wildwood Theatre MN

Wildwood Theatre is a nonprofit aimed at unraveling the stigma of mental health through storytelling.

The problem with mental health: The world today has lost sight of empathy, making mental health a topic that's poorly received, rather difficult to talk about for some. In March 2017, David Albino enlightened Ellen Stoehr as to how and why theatre is the art of empathy, having the ability to teach acceptance and understanding through role-playing and character development. Why not use the tools of theatre to express how mental health is affecting each person.

The design solution: Create an identity system and messaging that felt full of wisdom, full of folklore; Saturated forest landscapes, dark rainy greens and smoke-filled grays. Convey a brand who felt like a mixture Tilda Swinton and Gandalf the Wizard; accepting and kind, nonjudgemental and eager to listen, wise like your grandmother and energetic like one of Peter Pan's lost boys. Evoke mystery and wonderment. Remind people of the biases they carry with them, unknowingly.


Awareness Videos

Storyboard written by Ellen Stoehr, Sarah Catcher and Martha McDermott. Video recorded by Acowsay Cinema in MPLS, MN.

Storyboard written and footage recorded by our own team.