Mindlabs
SLEEP AND MEDITATION APP ON A MISSION TO NORMALISE TAKING CARE OF YOUR MENTAL HEALTH.
ContributionGraphic Design Brand Design Illustration Visual Design
about this
project
CHALLENGE
Mindlabs was looking to push the boundaries, disrupting the mental health space via live video mindfulness and meditation classes. The brand, living in the tech wellness space needed to feel dynamic yet serene, medicinal yet tech centric, with a personal human element to it to reflect the fact that all classes are taught by real people.
APPROACH
Through gentle yet intentional use of typography, and with addition of a human touch via hand drawn illustration, this brand was elevated in a welcoming design aesthetic that fully embraces the brand mission.
The design and use of beautiful custom art allows the audience to truly feel like every aspect of the brand has a human touch, just like the live classes are meant to feel like you are there in the room with the person leading the sleep and meditation sessions.
Brand Identity application, from colour to typography, is designed to be mostly calming with moments of delight such as pop of brighter colours or glow text effects.
Heavy use of dark mode is prominent throughout as a default brand state, since it is less eye-straining and anxiety inducing, following on design practices that fully lean in into what it means to design for mental health.
The ‘Sleep Remedy’ campaign is flexibly designed to be seamlessly applied through a variety of brand communication touch points, from large digital uses such as website banners to small use for things like email news letters.
As the Digital Designer, I worked closely with the Head of Product to enhace some in app elements, while making sure that other touch points balance clean design sensibilities with the feeling of empathy.
Out of ‘Sleep Remedy’ campaign, using the custom illustration as the foundation, I developed a unique illustration style to help Mindlabs add a human touch to their tech forward brand.
The brand needed to strike a balance between being dynamic yet caring, and that is done through strategic use of colour, subtle texture and use of rigid shapes next to fluid lines.
