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Mino-Bimaadiziwin
An Ojibwe Healing Resource
A Culturally Responsive Recovery Resource for Ojibwe People
Northern Minnesota – Recognizing the lack of culturally relevant recovery resources for Ojibwe people, MC Digital Strategy developed Minobimaadiziwin.com, a first-of-its-kind website dedicated to supporting Indigenous individuals on their healing journey. Unlike Western or religious-based recovery messaging, this resource prioritizes self-determination, cultural connection, and community-centered healing.
https://www.minobimaadiziwin.com/
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Branding
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Graphic Design
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Illustration
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Website Development
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Media Strategy
PROJECT UNDERSTANDING
The Minobimaadiziwin project began with a clear gap: Ojibwe people seeking recovery often had no culturally grounded resources to turn to. Most treatment programs were framed through Western or faith-based narratives, leaving little room for traditional healing. There was no existing platform that spoke in their language — visually, culturally, or spiritually.
We were brought in to build something from scratch. A recovery-focused website that felt like home. One that honored Ojibwe knowledge, allowed for self-guided support, and centered real stories without stigma or outside pressure. The result is a first-of-its-kind space where healing is rooted in culture, sovereignty, and self-determination.
Brand
The name itself, Minobimaadiziwin, means “Following the Red Road” in Ojibwe. It speaks to living in balance, walking a path of healing, and staying connected to community and spirit.
That idea became the foundation for everything.
The logo uses a red winding path as visual cue drawn directly from the name. The brand colors came from the medicine wheel. The typography was soft, legible, and secondary to the meaning it carried.
We didn’t try to modernize anything for style. We listened, and built what felt true.
Color Palette
We based Minobimaadiziwin’s color palette on the Ojibwe medicine wheel, then softened the tones to feel gentle, calm, and digital-friendly. The result is a palette that signals culture without overwhelming the message.
Typography
We used Barlow and Questrial to keep the typography clean and accessible. Structured enough for guidance, but soft enough to feel personal.
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Graphic Design & Illustrations
We began with bold Woodland-style artwork and large graphic motifs, assuming a more expressive, street-art feel would resonate. But after showing early drafts to community members, we changed course. What people asked for was something simpler. Calmer. Easier to take in.
So we shifted. The final design is cleaner and more intentional. Floral patterns and Woodlands elements are still present, but scattered throughout in a softer, more digestible way. We illustrated the Seven Grandfather Teachings, scenes of celebration, and community gatherings — not to overwhelm, but to offer recognition.
The final designs focus on cultural celebration and connection. They’re there to support the message, not distract from it.
Wix Website
Minobimaadiziwin.com was built from scratch as a culturally grounded recovery resource. The site needed to feel calm, welcoming, and familiar — not like a treatment portal or a program trying to sell something.
It had to reflect the way Ojibwe peoples actually talk about healing.
We structured the site around the Red Road, with pages focused on teachings, stories, and tools people can use on their own terms. Visitors can listen to a prayer in Ojibwe, explore culturally specific recovery phrases, and find treatment centers through a map-based directory. Everything is written in plain language and supported by visuals drawn from community input.
The goal was clarity and cultural recognition. No judgment, no pressure, and no need to translate someone else’s version of healing
Media Strategy Insights
Every part of this project was shaped by one question: how do you share recovery resources with Ojibwe peoples in a way that actually feels safe, familiar, and useful?
We started with real conversations.
Before a single asset was made, we spent time on-site, listening. Twenty one-on-one interviews. Co-design circles. Community input on what messages land and what feels performative or off-base. That feedback didn’t just shape the website — it shaped the way the whole system communicates.
From there, we developed a messaging strategy that prioritized clarity, cultural grounding, and self-determination. We created key phrases based in Anishinaabe teachings, supported by an Ojibwe prayer recording and translated content. The voice throughout is gentle, direct, and never prescriptive — built for people to explore at their own pace, without pressure.
We also developed campaign materials, flyer templates, and social content ideas could be used over time — all grounded in the same principles of cultural respect, harm reduction, and healing. This wasn’t just about sharing information. It was about building tools people can trust, and return to, on their own terms.
"This site fills a gap that has existed for far too long," said one committee member. "It's giving Ojibwe people a way to seek healing in a space that finally speaks to them."
See more of how our strategy comes to life.
Branding Graphic Design Illustration Website Development Content Strategy
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