At Admind, we believe design can – and should – serve a higher purpose. As a global branding and communication agency and certified B Corp, we are proud to support initiatives that extend far beyond business goals. One of the most moving examples of this mission is our recent collaboration on Powitalnik – a groundbreaking publication created by Stowarzyszenie Mudita to support parents navigating the emotional terrain of receiving a diagnosis concerning their child.
Powitalnik is more than a guide. It’s a social innovation – developed and tested with families, specialists, and community input, and supported by Fundacja Stocznia through the Inkubator Pomysłów 3, with funding from the European Funds for Social Development.
Admind, alongside our fellow B Corp partner Mustela, helped bring this project to life through visual design, editing, and communication strategy.
To explore what it means to design with empathy and purpose, we spoke with two key individuals behind the project: Graphic Designer Hanna Pitala and Presentation Designer and Senior Editor Magdalena Hutny.
From chaos to clarity: Translating emotions into design
Hania Pitala, the lead designer on Powitalnik, began by immersing herself in the reality of the publication’s audience – parents who may be overwhelmed, confused, and emotionally vulnerable.
“Working on Powitalnik required a deep understanding of the emotional landscape parents face during such times. I started with a thorough analysis of the content and the real-life context in which this guide would be used,” Hania explains.
Her design process prioritized clarity, emotional safety, and intuitive navigation. Specific choices – like increased margins, clear section headings, a pastel color palette, and a vibrant visual page structure – were all guided by the desire to calm and support the reader.
“Even though this is ‘just a publication,’ the way information is presented has a real cognitive and emotional impact,” she says.
Designing with empathy
Empathy was not just a buzzword – it was the cornerstone of the project.
“Designing with empathy means starting from users’ emotions and needs,” Hania says. “It’s not only about what people say, but also what they feel, fear, and struggle with. In practice, it means listening, observing, and co-creating.”
This mindset shaped every design decision – from color contrasts and accessible fonts to the inclusion of color-coded sections for easier navigation.
“These seemingly small elements help readers feel more in control of their experience, and that matters deeply when they’re facing such uncertainty.”
Designing for accessibility
Hania approached accessibility with the same care.
“We used increased margins for breathing space, clear section breaks, accessible typefaces, thoughtful color coding, and visual dividers. Even things like bolding key information or adding QR codes were done to ease navigation and reduce overwhelm.”
This attention to detail was rooted not just in function, but in compassion.
“Designing for emotional accessibility means acknowledging that someone in distress may read differently, think differently. We wanted Powitalnik to guide, not burden.”
The human cost of purpose-driven design
Working on such an emotionally charged project was not without challenges.
“It was a huge honor,” Hania admits. “But also a big responsibility. I felt the weight of wanting this to be perfect – because real people would be using it at one of the hardest times in their lives.”
Despite the pressure, she found strength in the team.
“Collaborating with illustrators and other team members gave me support and perspective. Everyone brought their unique sensitivity. The illustrators, especially, were given creative freedom, which made each artwork distinct yet united by a common color palette.”
Can design change the world?
“I believe designers have real influence over how we perceive the world. We can’t change everything with design alone – but we can shine light on difficult topics and make them easier to face,” says Hania.
She continues: “With Powitalnik, I can’t change a parent’s diagnosis. But I can make sure the information they need is calming, clear, and supportive. That’s meaningful. That’s impact.”
Editing with sensitivity and honesty
Magda Hutny, the editor of Powitalnik, approached the project with similar care.
“From the very first page, I knew this project was special. Parents are navigating doctors, tests, and a flood of emotions – love, doubt, fear, hope. My job was to support them through the structure and tone of the text, not dominate it.”
Her editorial decisions were grounded in three brand principles: inclusivity, clarity, and honesty.
“Inclusivity meant ensuring no one felt left out – like acknowledging that not all primary caregivers are mothers. Clarity meant removing ambiguity. Honesty meant not sugarcoating things, but also not overwhelming readers.”
Empathy as an editorial practice
Magda sees editing as a bridge between authors, readers, and the content itself.
“In a project like this, empathy isn’t optional – it’s essential. I listened carefully to the voices of the parents quoted in Powitalnik and treated them with the utmost respect.”
One of the most powerful moments for her came when she read through the testimonials.
“They showed the full range of reactions to a diagnosis – anger, gratitude, despair, resilience. No two stories were the same, but all were raw and real. That stayed with me.”
Social impact is strategic, not accidental
For Magda, working on Powitalnik at a B Corp agency like Admind was more than a one-off opportunity.
“I believe this kind of work should be part of a strategy – not just a coincidence. That’s what the B Corp framework gives us. It embeds social responsibility into our operations and allows us to create measurable, intentional impact.”
Designing for good – beyond one project
Powitalnik is one of many initiatives Admind is proud to support as part of our social impact mission. We’ve also contributed our design expertise to:
- FilmOn Festival – a festival showcasing films created by people with disabilities.
- Green Film Festival – a celebration of eco-conscious storytelling through cinema.
- AI for Changemakers – a Tech To The Rescue program helping nonprofits harness AI, where Admind created the visual identity to support engagement and clarity.
In all these projects, we offer what we do best – branding and communication – applied to challenges that matter.