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Brand Refresh

The Headspace creative team took on a brand refresh in 2023 to further elevate the brand’s look, feel, and messaging.

Headspace has always led as an illustrative brand, differentiating itself in the crowded digital wellness space. The core principles of the illustration style are its playful brand faces, bold colors, and thoughtful visual metaphors.

I helped update the brand colors, in-app icons, and evergreen illustrations along with building Headspace’s robust illustration library and guidelines.

CD: David Hsia / Joseph Maines / Tina Hardison
Design: Lauren Allik / Liz Tran / Marissa Meier
Illustration: Ryan Cox / Sasha Baranovskaya
Animation: Brian Lee / Delaney Trione
Copy: Joseph Mains / Makenzie McNeill
Product: Ken Seeno / Steven Sczepanik
Production: Melissa Don

Role: Illustration, Art Direction, Icon Design, Guidelines
2023

Youtube Kids x Headspace Breathers

A 7-episode series in partnership with Youtube Kids, ft. Samantha Snowden, a kids & family mindfulness expert. This series offers children and caregivers tools to help balance difficult emotions, stress, managing screen time, and dealing with loss.

Problem: Create a visual language within the Headspace brand that resonates with a younger audience. Present mental health topics in a digestible, engaging way.

Solution: Developed a style that conveys the naive, messy, and curious energy of children using Headspace’s shapes and colors as the foundation. Built each episode to cater to different age groups, ages 4-7 and 7-12.

CD: David Hsia / Tyler Hoehne
AD: Karina Korol
Animation Lead: Brian Lee
Animation: Janet Lee / Erich Reimers / Delaney Trione
Role: Art Direction, Illustration, Storyboarding

2021

National Parks

National Parks and Headspace came together to create bespoke sleep content for each national park, such as the Grand Canyon and Joshua Tree.

Problem: Create a bespoke campaign visual system to promote the partnership and promotion.

Solution: Develop a hero visual that combines the visual motifs of park badges with Headspace’s iconic brand faces. The modular design of the badges allow for flexibility when designing for different sized assets.

CD: Anton Mora / David Hsia
Design: Katie Burtwell
Copy: Carrie Laven

Role: Art Direction, Illustration
2022-2023

#MyHeadspace

For World Mental Health Day, Headspace launched the #myheadspace campaign – giving members a platform to share their stories that felt human and relatable.

The team partnered with Buck to create a series of animated ads that highlight members’ experiences with mental health and how Headspace has helped them in their everyday lives.

Problem: Create a campaign that destigmatizes mental health struggles to a wider audience that may still feel opposed to trying meditation.

Solution: Use real life member stories and their experiences of using Headspace to establish authenticity and trust with a newer audience. Create a hashtag #myheadspace to encourage others on social media to share their mental health stories and create a supportive, online community.

CD: David Hsia / Joseph Maines
AD & Design: Anton Mora / Lauren Allik
Copy: Makenzie McNeill
Animation: Buck / Brian Lee

Role: Art Direction, Illustration, Design
2023

Women’s Collection

Headspace launched a Women’s Collection in 2022, giving much-needed attention to topics like sex and relationships, physical health, and women solidarity.

On top of a robust in-app collection of meditations and wellness exercises, we partnered with our friends at Peanut, an online community for women, to jumpstart a conversation about sexual wellbeing led by sex and relationship expert Kate Moyle.

Problem: Women want better access to information about sex drive and women’s health, and find it a top stressor to bring it up to their doctors. How can Headspace fill this gap and help facilitate these tough conversations?

Solution: Create a warm, playful campaign that helps women feel seen and less isolated in their anxieties. Provide supportive content around topics like self-esteem, hormone health, and solidarity. Raise brand awareness within Peanut’s community.

CD: David Hsia / Joseph Maines
AD: Lauren Allik
Copy: Makenzie McNeill / Carrie Laven
Design: Lauren Allik / Marissa Meier

Role: Art Direction, Illustration, Design
2022

Meditation Course Art

Headspace’s illustration language uses metaphors to help communicate abstract emotions. The goal is to make tough mental health topics feel less intimidating and help members feel seen.

Below are a few fan and personal favorites.

CD: Ryan Cox / David Hsia
Role: Art Direction, Illustration
2018-2023

Appreciation

Patience

Losing Your Temper

Managing Anxiety

Self-Esteem

Releasing Stress

Heartache

Sudden Loss

Relationships

Earth Appreciation

Walking at Home

Presentations

Sleep Content

Headspace’s sleep content uses its own sub-branding, with deep purple hues and a pop of color. Each sleep category has its own illustration guideline: serene landscapes for Soundscapes, abstract typography for Sleep Music, and immersive environments for Sleepcasts.

I helped define the art direction for each of the different types of sleep content in the app.

CD: Kyle Beck
AD: Ryan Cox

Role: Art Direction, Illustration
2018-2023

Sleep for Kids: Interrupted Sleep

Sleep for Kids: Tucking in

Sleep for Kids: To-Do List Anxiety

Sleep for Kids: Awake Worrying

Painter’s Portrait

Silent Retreat

Moonrise Bakery

Watering Hole

Cozy Farmhouse

Midnight Marsh

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