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Headspace has been rebranded. Headspace is a service that has been loved by many people with the keywords mindfulness and meditation since its founding 10 years ago. It has become a service used by over 100 million people around the world, collaborating with not only individuals but also numerous companies. The launch of a new service, Headspace Care, following a merger with mental health service Ginger in 2021 necessitated a brand redesign.
We collaborated with the Headspace design team and design studio Italic Studio to redesign the brand's visual identity. Expressed a professional persona that goes beyond meditation and addresses mental health. The abstract emotions and spirit within an individual are expressed through illustrations, and interactions in the real world as a professional service are expressed through photographs.
In addition to the orange smiley that represents a state of comfortable meditation, it also expresses various emotions and facial expressions. The cute, round illustrations do not portray serious mental problems lightly, but rather try to give the impression that they are easily approachable and treatable. The soft colors and smooth motions that resemble headspace give the impression that you can talk about your concerns comfortably.
The Employee Assistance Program (EAP) and 1:1 coaching provided by Headspace used a lot of photos because it is important to professionally reveal human-to-human interactions and relationships. It helps you imagine what kind of person beyond the machine will understand your mind and share your thoughts.
We also developed a dedicated typeface in collaboration with Colophon Foundry. Based on the famous Aperçu typeface, adjusted to fit your headspace. It was designed to be playful, friendly, yet functional to provide the impression of flexibility from play to clinical use. The soft curves in the font were taken from Orange Smiley.
The new changes were visually presented well while maintaining the brand's identity. This seems like a good example of a change in professionalism in personal services. The expectation that real problems can be solved by a brand that gives the impression that people can approach it comfortably is well captured. It's better because it doesn't make you anxious by highlighting the problem seriously or explains difficult details.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
