Headspace Verbal Identity
INTRO
Making space for our brand in mental healthcare.
When I started writing copy for Headspace in 2017, the world wasn’t talking about mental health the way it is now. The subject is everywhere in culture today – memes, podcast ads, celebrity memoirs, trendy self-care rituals (if it helps, it helps!). Whether it's due to a rise in need or a rise in openness to seeking support, the voices in this space are only set to multiply.
I’ve watched the business evolve from a humble mindfulness app – made famous by its beloved brand illustrations, cheeky tone of voice, and one mesmerizing British accent – to a full-blown digital mental healthcare company supporting clinical issues. Going forward, the brand team’s task is less about explaining what meditation is and why caring for our mental health is important, but more about how we’re the best, most effective product to guide you on that journey. The challenge: how do we maintain the playful spirit and strength of our iconic brand while maturing enough to endure as a leading voice in mental healthcare?
POSITIONING
Your mind’s best friend.
The needs of our members are changing, so Headspace is expanding its supportive toolkit to include one-on-one mental health coaching. This means we’re showing up in a wider range of places than ever. Sometimes, it’s a cheeky, eye-catching campaign about the everyday stress of life. Sometimes, we’re supporting members with care for more complex issues like anxiety and depression. Our messaging needs to scale from clinical to playful, and we developed these personality principles to guide us:
Hopeful
Like a hug for your mind. A rainbow after a heavy storm. A safe space for every kind of mental health journey. Really feeling like yourself. One breath at a time. You can do this.
Visionary
The radical belief that a better future is possible. Changing the world of mental healthcare, together. The courage and confidence to think beyond what’s been done before. An “aha” moment. Not settling for “good enough.”
Approachable
Everyday healthy habits for everyone. Meditating on a train, on a lunch break, or at school — not on a mountaintop retreat. A trusted guide and mental health professional to talk to, in your pocket, 24/7. Not perfect — human.
Reliable
As in 24/7, every day. For anything and everything you’re going through. Expert wisdom based on 3,000 years of practice. Trained experts, licensed clinicians, science-backed tools. Always, always, always here.
HEADSPACE FOR ENTERPRISE
Bringing Headspace to work.
More and more organizations are turning to Headspace to offer approachable, effective mental health support to their teams as part of their benefits packages. Our brand itself is a huge selling point – we’re authentic, colorful, fun, and stick out like the happiest thumb in a sea of muted blues, grays, and cold jargon of mental healthcare. It’s the reason a lot of their employees already know and love us, making enrollment that much easier. Our HR buyer-facing voice is confident and self-assured because we know what caring for your mind can do, and we have the scientific evidence to back it up.
It’s a great opportunity for us to reach more minds because through their companies, so many people get to use the app for free. But no matter where their subscriptions come from, we never speak to our members as “employees” – we’re human-first, always. Headspace isn’t here to get people to work harder or enhance their productivity. We’re here to help them live healthier, happier lives, creating a better, more compassionate place to work from the inside out.
TAKEAWAY
No time like the present.
The world of digital mental healthcare is only growing and getting more attention. Remaining a visionary leader in this space is crucial – taking the well-being of our members seriously means never relying on trends, internet-isms, or toxic positivity. Keep the Headspace wink, playfulness, and charm, but lean into our reliability, clinical expertise, and a resounding sense of hope for a healthier, happier future.
We have a unique opportunity to shape the way people think about mental healthcare. What if it didn’t feel so unapproachable and daunting? What if you had a warm and friendly expert there to guide you every step of the way? That’s what Headspace is here to do, and our creative team is excited to help the brand take on the challenge.
Credits:
Thanks to the Headspace creative team, past and present, that contributed to this brand evolution work: Crystal Small, Steve Dennis, Carrie Laven, Liz Tran, Lauren Allik, Tina Hardison, Ryan Cox, Karen Hong, Joseph Mains and David Hsia.
Headspace Verbal Identity
INTRO
Making space for our brand in mental healthcare.
When I started writing copy for Headspace in 2017, the world wasn’t talking about mental health the way it is now. The subject is everywhere in culture today – memes, podcast ads, celebrity memoirs, trendy self-care rituals (if it helps, it helps!). Whether it's due to a rise in need or a rise in openness to seeking support, the voices in this space are only set to multiply.
I’ve watched the business evolve from a humble mindfulness app – made famous by its beloved brand illustrations, cheeky tone of voice, and one mesmerizing British accent – to a full-blown digital mental healthcare company supporting clinical issues. Going forward, the brand team’s task is less about explaining what meditation is and why caring for our mental health is important, but more about how we’re the best, most effective product to guide you on that journey. The challenge: how do we maintain the playful spirit and strength of our iconic brand while maturing enough to endure as a leading voice in mental healthcare?
POSITIONING
Your mind’s best friend.
The needs of our members are changing, so Headspace is expanding its supportive toolkit to include one-on-one mental health coaching. This means we’re showing up in a wider range of places than ever. Sometimes, it’s a cheeky, eye-catching campaign about the everyday stress of life. Sometimes, we’re supporting members with care for more complex issues like anxiety and depression. Our messaging needs to scale from clinical to playful, and we developed these personality principles to guide us:
Hopeful
Like a hug for your mind. A rainbow after a heavy storm. A safe space for every kind of mental health journey. Really feeling like yourself. One breath at a time. You can do this.
Visionary
The radical belief that a better future is possible. Changing the world of mental healthcare, together. The courage and confidence to think beyond what’s been done before. An “aha” moment. Not settling for “good enough.”
Approachable
Everyday healthy habits for everyone. Meditating on a train, on a lunch break, or at school — not on a mountaintop retreat. A trusted guide and mental health professional to talk to, in your pocket, 24/7. Not perfect — human.
Reliable
As in 24/7, every day. For anything and everything you’re going through. Expert wisdom based on 3,000 years of practice. Trained experts, licensed clinicians, science-backed tools. Always, always, always here.
HEADSPACE FOR ENTERPRISE
Bringing Headspace to work.
More and more organizations are turning to Headspace to offer approachable, effective mental health support to their teams as part of their benefits packages. Our brand itself is a huge selling point – we’re authentic, colorful, fun, and stick out like the happiest thumb in a sea of muted blues, grays, and cold jargon of mental healthcare. It’s the reason a lot of their employees already know and love us, making enrollment that much easier. Our HR buyer-facing voice is confident and self-assured because we know what caring for your mind can do, and we have the scientific evidence to back it up.
It’s a great opportunity for us to reach more minds because through their companies, so many people get to use the app for free. But no matter where their subscriptions come from, we never speak to our members as “employees” – we’re human-first, always. Headspace isn’t here to get people to work harder or enhance their productivity. We’re here to help them live healthier, happier lives, creating a better, more compassionate place to work from the inside out.
TAKEAWAY
No time like the present.
The world of digital mental healthcare is only growing and getting more attention. Remaining a visionary leader in this space is crucial – taking the well-being of our members seriously means never relying on trends, internet-isms, or toxic positivity. Keep the Headspace wink, playfulness, and charm, but lean into our reliability, clinical expertise, and a resounding sense of hope for a healthier, happier future.
We have a unique opportunity to shape the way people think about mental healthcare. What if it didn’t feel so unapproachable and daunting? What if you had a warm and friendly expert there to guide you every step of the way? That’s what Headspace is here to do, and our creative team is excited to help the brand take on the challenge.
Credits:
Thanks to the Headspace creative team, past and present, that contributed to this brand evolution work: Crystal Small, Steve Dennis, Carrie Laven, Liz Tran, Lauren Allik, Tina Hardison, Ryan Cox, Karen Hong, Joseph Mains and David Hsia.