Headspace
Type: Corporate Communications, Brand Design, Report Design
About: For this project, I was challenged to develop my own creative direction and design a series of corporate communication assets for an existing brand. I chose Headspace and created a strategic brief for the near year to align tone, audience, and messaging, ensuring the designs felt both clear and empathetic.
Design Brief: Inspired by their brand phrase “Like a hug for your mind,” I built my theme around 2025 Mental Health Trends. With the rise of AI and digital screen time, I wanted to promote a central message: prioritizing mental health has never been more necessary, but we also have more resources than ever to support it. I leaned into playful, human-centered illustrations to bring idea to life. The goal was to balance digital overwhelm with cozy, intentional visuals that feel like warm invitations.
Brainstorming Process: Headspace's extensive brand story worked in my favour, giving me a strong foundation to build from. To determine my creative direction, I conducted a visual brand audit and drew inspiration from their existing brand voice. I started with the annual report cover, since it would set the visual feeling and direction for the remaining assets. Through thumbnail sketches, I narrowed my ideas down to three, ultimately choosing the warm hug illustration for the front cover.
Visual Identity: I wanted to bring warmth and character to Headspace's polished digital icons by using imperfect, hand-drawn lines. Across the assets, the main imagery I carried through was my hug illustration, paired with the tagline "Care for Our Minds," and the invitation letter.
Extending the System: The project called for the new brand theme to be translated across mediums. I started with a full annual report, then carried the warm invitation theme into a postcard, writing copy to match the mental health message. From there, I adapted the same look and feel into stickers, tote bags, and Instagram stories, showing how the campaign could look across physical and digital touch-points while still feeling cohesive.
