ITAL/C

This rebrand for the world’s biggest meditation app was developed in-house with support from ITAL/C over the course of 6 months, while Colophon Foundry created the new proprietary typeface, a “Headspace-ified version of their famous Aperçu typeface.” Headspace chose it for its ability to “flex from playful to clinical” as it prepares to operate across more health markets and speak differently in each. The letterforms are “playful… friendly but functional,” with curves have been designed to mimic the shape of the Headspace smile. Through many iterations and design explorations, we ultimately pushed the boundaries of the brand look & feel into a bolder, more colorful territory that was able to incorporate photography, texture, depth and a simplified illustration library. The brand evolution we designed extended to animations, digital, print and outdoor marketing materials.