Background

"I want to build a community for like-minded people because I’ve looked for spaces like this and networks to join and there isn’t much out there. I want the podcast itself to be about the experiences of and topics of interest to neurodivergent professional women specifically so the name needs to reflect that in some way while not being super corporate and stuffy." - Sarah, podcast host and writer

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Challenge

We started by discussing the goals and mission statement of the podcast. The tone, to be reflected in the imagery should be: light, chatty, relatable with some humour, but also deep personal and serious without being academic and heavy.

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We created a mood board to start looking at imagery used in the neurodiversity space. Symbols like jigsaws and cogs came up, and Sarah liked the idea of a heart inside a cog, to represent thinking with your heart. The rainbow colour scheme and infinity symbol came up, representing diversity as a broad idea. 

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We then worked together on brainstorming names: Neurochat, Neurodiary, Neurodiversitea - capturing the idea of chatting on the theme over a cup of tea - Unmasked - on the idea of women masking their neurodivergence making it harder to diagnose - and finally, Butterfly Minds. In Sarah's words: “In the neurodiversity space, we talk about our butterfly minds being different to neurotypical minds so it’s just a nice concept. Butterflies are quite feminine too so I thought it’s a subtle nod to women’s experiences.”

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Solution

Sarah was delighted with the final podcast artwork design, incorporating the heart inside a cog idea, the personal touch of her portrait, as well as a pastel hued rainbow colour scheme: subtle, gentle and feminine.

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