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Youtube Kids x Headspace Breathers
2020
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: Develop a style that conveys the naive, messy, and curious energy of children using Headspace’s shapes and colors as the foundation.
AD: Karina Korol
Animation Lead: Brian Lee
Animation: Janet Lee / Erich Reimers / Delaney Trione
Role: Art Direction, Illustration, Storyboarding
National Parks
2022-23
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.
Design: Katie Burtwell
Copy: Carrie Laven
Role: Art Direction, Illustration
#MyHeadspace
2023
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. By de-stigmatizing mental health struggles, this campaign resonated with different communities and inspired new audiences to start their own journeys with Headspace.
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.
AD & Design: Anton Mora / Lauren Allik
Copy: Makenzie McNeill
Animation: Buck / Brian Lee
Role: Art Direction, Illustration, Design
Women’s Collection
2022
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.
AD: Lauren Allik
Copy: Makenzie McNeill / Carrie Laven
Design: Lauren Allik / Marissa Meier
Role: Art Direction, Illustration, Design
Dear Headspace
2020
I worked on designing the illustrated moments and collaborated with our in-house animators.
Problem: How do we approach combining the Headspace brand with live footage and photography?
Solution: Highlight moments of joy in the footage and photography with illustrated accents and the Headspace’s iconic smile.
AD: Lauren Allik / Liz Tran
Animation: Brian Lee / Erich Reimers / Zach Gibson
Copy: Makenzie McNeill / Caroline Pham
Role: Illustration, Storyboarding