The Peace To Your Path

MY ROLES: Brand Strategy; Brand Identity

COLLABORATORS: Solo Project

TOOLS: Figma, Adobe Illustrator

DURATION: 4 Months

CREATIVE CHALLENGE

Choose a company from any field that has a clear technology angle that you would like to rebrand.

AUDIENCE

Meditators; Spiritual Journeyers; Spiritual Teachers

Asohm is a full name and visual rebrand of the original meditation brand Insight Timer.

SITUATION

Insight Timer is a popular online meditation app and community that offers a freemium model with a wide variety of over 210,000 guided meditations, podcasts, live events, and classes led by spiritual teachers and experts. 

In today’s highly saturated meditation app market, Insight Timer’s visual brand identity lacks distinction amongst its competitors. 

PROBLEM

To visually rebrand Insight Timer to better highlight its quality content and the openness of its freemium model. 

NEED

Asohm is a rebranded version of Insight Timer with a refined brand strategy and brand identity with elevated visual design to accentuate content and more strongly represent its spiritual audience. 

THE BIG IDEA

BLUE OCEAN ANALYSIS

STRATEGY

Insight Timer offers the most free content amongst its competitors, but its visual branding is less distinct. Enhancing its visual branding could better showcase its diverse range and quality of free content. 

COMPETITIVE CHESS ANALYSIS

Insight Timer’s potential drawbacks include an overwhelming array of choices and a lack of a standout interface. How can we enhance the visual structure to better highlight its unique community features and wide array of content? 

*Third party images, text, and logos are property of the respective rightsholders. They are used here as part of a student presentation for demonstration purposes only.

“In the past decade, mental illness among Americans under 25 surpassed that of people 26 to 49.”

There is a significant opportunity to leverage AI and digital platforms to increase access to mental health resources. 

CHANGE DRIVER

BRAND PURPOSE

To cultivate a happier society that can harness kindness and compassion to mindfully solve problems together. 

BRAND POSITIONING

Asohm is the only soul-renewing community that helps inner journeyers to learn and guide their minds towards intrinsic fulfillment, peace, and clarity. 

BRAND AMBITION

By 2027, Asohm aims to grow its active meditator base by 50%, reaching 9 million from 6 million. 

  1. SALUTARY - Experience holistic rebalancing for mind and heart, freeing you from inevitable daily stress. 

  2. AFFIRMING - Unwind together! We nurture a compassionate online community, your digital mentor, guiding you towards inner exploration. 

  3. TRANSCENDING - Our core content empowers emotional and mental healing across all levels, fostering self-love and compassion. 

BRAND VALUES

IDENTITY & APPLICATIONS

*Third party images, text, and logos are property of the respective rightsholders. They are used here as part of a student presentation for demonstration purposes only.

SOCIAL MEDIA

MOBILE APP

WEBPAGE

SOCIAL MEDIA

Transitioned Asohm’s social media look and feel to something that consistently adopted the green and nature-like brand colors as a way to highlight its key messaging. The naturistic look and feel of content adds a sense of affirmation and calmness.

Integrated subtle moments of thin illustrations to contrast with the spring-like brand colors. I aimed to make the overall interface feel spacious, balanced, and rooted in tones of delight and calm. Added more information/visual hierarchy through stronger categorization and balance with white space.

MOBILE & DESKTOP APP

INTERACTION 1:

Landing Page

INTERACTION 2:

Selecting a soundtrack

INTERACTION 3:

Visiting the community page

WHAT I DID

(Worked under the guidance of Liisa Puolakka and Rodrigo Castaneda.)

Strategic Analysis - Researched macro/mega trends, conducted competitive analysis (blue ocean, future mapping, competitive chess, SWOT) to determine differentiating factor and opportunity.

Brand Strategy - Establishing brand positioning, values, ambition, purpose, and design target.

Visual Identity System - Built a new brand identity based on brand strategy and strategic analysis.

Design Target - Established a design target to define needs and guide visual identity.

Brand Applications - Leveraged AI to prompt creative imagery and future scenarios on planet Mars. Designed the mobile app.