Powitalnik: Redefining visual communication for parental support

The Challenge

Stowarzyszenie Mudita approached Admind with a deeply human challenge: to redesign Powitalnik, a free publication for parents who have just received a difficult diagnosis about their child. The goal? Make the content more accessible, emotionally sensitive, and visually coherent – so that it truly supports families in moments of shock and vulnerability.

The original content was strong, but the visual design lacked structure, clarity, and emotional nuance. Our task was to build a new system – one that communicates care, clarity, and trust at every touchpoint.

Our Role

From day one, we treated this as a project of strategic and social value, combining branding expertise with emotional intelligence. As a multidisciplinary team, we contributed in several key areas:

• Developed a new visual identity for the publication, including layout, typography, iconography, and color palette
• Proposed a completely new cover design and editorial system to improve readability and emotional flow
• Designed a cohesive visual hierarchy, ensuring clarity for diverse audiences (parents, medical professionals, NGOs)
• Supported content accessibility through inclusive typefaces and layout best practices
• Advised on tone of voice to balance professionalism with empathy

Unique Collaboration with Illustrators

One of the project’s most innovative elements was our concept of inviting 11 well-known Polish female illustrators to contribute a personal illustration to each chapter.

Each artist was selected for both their style and their personal connection to the theme. This allowed the visual identity to remain consistent – while giving each chapter its own emotional and artistic voice. The result is a uniquely rich and layered reading experience.

This collaborative model, rarely seen in public health communication, became a powerful differentiator for Powitalnik – making it more relatable and memorable to readers from various backgrounds.

Beyond Print

Our collaboration extended far beyond the book itself:

• We developed supporting materials like flyers, bookmarks, and hospital posters
• We co-created a communication toolkit for digital platforms and social media
• We advised on promotional strategy, including PR planning and influencer collaboration
• We supported the launch of a new website, making the content widely accessible in digital form

The Result

The new edition of Powitalnik will reach thousands of families in Poland, distributed through hospitals and healthcare organizations. The online version has already gained traction through a coordinated awareness campaign supported by medical professionals, NGOs, and influencers.

This project exemplifies how branding and design – when guided by empathy and expertise – can create tools that are not only beautiful, but genuinely helpful.