Jocurile Mintii
Rebranding, Brand Strategy, Brand Management, Communication Strategy, Copywriting & Product Proofreading
Jocurile Minții is a psychology-based brand by psychotherapist Raluca Anton, creating practical tools for self-reflection, emotional awareness and more meaningful relationships.
When I joined the project, the brand already had 4 products. My role was to rethink how Jocurile Minții could evolve into a stronger, more flexible and scalable brand ecosystem.
We explored how the products could become more portable, easier to use and more relevant to everyday life, while creating a structure that would allow new products, audiences and formats to grow naturally under the same brand.
Challenges & Objectives
The original products already carried valuable psychological content, yet the brand needed a clearer system around them.
The challenge was to develop an identity and product architecture that could support long-term growth. Each future product needed to have a distinct purpose and personality while remaining recognisable as part of Jocurile Minții.
At the same time, psychological concepts had to be translated into language that felt approachable, practical and easy to understand, without losing their depth or professional foundation.
The Approach
The rebranding transformed Jocurile Minții from a small product line into an expandable universe of psychology-based tools.
I contributed to redefining the brand strategy, communication direction, tone of voice and product ecosystem. An important part of the process was rethinking the format of the products, making them more portable and easier to integrate into daily routines, conversations and moments of reflection.
We created a system that could accommodate card sets, guided exercises, journals, audio resources and tools designed for different audiences and emotional needs.
The brand became more cohesive, recognisable and prepared for future growth.
The Product Ecosystem
What began with 4 products gradually expanded into a wider collection of tools for individual reflection, couples, families, mothers, children and educators.
Each product explores a specific area of emotional or relational life, from identity and connection to communication, parenting and personal wellbeing.
My work focused on maintaining coherence across the entire portfolio, from product naming and positioning to the language used inside each tool and throughout its launch communication.
The goal was to give every product a clear role while continuously strengthening the identity of the parent brand.
My role covered both the strategic evolution of the brand and the editorial development of its products.
My work included:
product and portfolio architecture
communication strategy
ongoing brand management
tone of voice development
product naming and positioning
copywriting for campaigns, products and social media
proofreading and editorial refinement
launch concepts and content planning
maintaining consistency across the growing ecosystem
Proofreading played an essential role throughout the project. Every question, instruction and exercise needed to feel clear, natural and emotionally considerate.
I worked closely with the content to preserve the psychological intention behind every product while making the language accessible and engaging for the people using it.
The Communication Strategy
The communication strategy was developed around useful, relatable and emotionally relevant content.
Instead of relying only on direct product promotion, the brand’s communication brings psychological reflection into everyday situations through questions, exercises, insights and conversations.
This approach helped build trust, strengthen the brand’s community and create a recognisable digital presence.
Within approximately a year and a half, the social media community grew to almost 8,000 followers.
The growth was supported by consistent communication, clear positioning and content that offered value beyond the products themselves.
For this project I worked with:
-Brand Identity & Website Design: David Stroe