MINDFUL CHILD
INITIATIVE

From Chaos to Calm:
Transforming Allentown's Future.

Mindful Child Initiative (previously known as Pratyush Sinha Foundation) believes that every child in Allentown has the opportunity to become a shining and healthy member of the community. MCI helps them develop important life skills such as regulating their emotions, and execute this through a variety of educational programs, workshops and activities. The end goal is to help children become more confident, resilient, and kind-hearted individuals who are better equipped to navigate life's challenges and contribute positively to society.

When it was time for them to finally evolve into the larger, stronger and mature organization they had become, they turned to us for help. We spent a large period of time absorbing everything there is to learn about them, what was new, what was outdated, and how they needed to be as a brand - both in voice and appearance - starting with deep strategy and ending with a beautiful and unique look.

SCOPE OF SERVICES
•Brand Strategy & Development
•Identity & Graphic Design
•Copywriting & Tagline Development
•Website Design & Development
•Photo & Video Creative Assets
•Ephemera, Signage & Business Cards

TIME SPENT ON PROJECT
•5 Months

THE STRATEGY

Differentiating from other mindfulness organizations by focusing strictly on Allentown School District’s children, the adults and parents who surround them, and the local donors and contributors. It was also crucial to challenge the stigma and stereotype surrounding mindfulness, dispelling the notion that it is exclusively reserved for crystal collectors and yoga enthusiasts.

In actuality, mindfulness is supported by empirical evidence and scientific research, offering advantages that extend to individuals across diverse mental, religious, and political perspectives.

MISSION
To provide high-quality mindfulness programs that promote the mental and emotional health of children, and the adults who surround them in the Lehigh Valley.

VISION
Every child has the opportunity to becomes a healthy member of our community.

PURPOSE
MCI exists to create a more mindful community.

PERSONALITY
•Accessible
•Progressive
•Bold
•Simple
•Realistic

VALUES
•Being trauma-informed and aware.
•Roots in science-based data.
•Programs specific to Allentown School District.
•Keeping services developmentally appropriate.
•Providing value that is transferable beyond the classroom.
•Being cost and time effective.
•Continue being sustainable.
•To always be collaborative.

VOICE
Externally, it is one of trust, inspiration and commitment. MCI cares about the well-being of children and the importance of mindfulness. Parents, faculty and donors should feel assured, supported and educated on why MCI’s involvement with tomorrow’s future is so vital to positive growth.

Internally, MCI are fun happy people who love what they do, put time aside to laugh, have fun, and keep things interesting. They understand the weight behind their mission, and strive to educate and motivate in a simple yet effective format. They are transparent with each other, motivating each team member’s successes and personal growth, putting mental health first before work, and passionately listening to one another.