HEADSPACE
HEADSPACE:
MENTAL WELLBEING FOR ALL.
A globally loved brand with 70 million users across 190 countries, known for making meditation mainstream. Now, the challenge is bigger: evolving into the go-to platform for mental wellbeing AND supporting people through every moment, from daily stress to life’s toughest challenges.
A strategy to fuel evolution.
Since launch, Headspace’s charming brand language and strategic partnerships made it recognisable but it felt reactive. To strengthen perception and affirm its mental health expertise, a more proactive strategy was essential, especially with 1 in 4 people globally facing mental health challenges.
We developed a strategy to guide Headspace’s actions and messaging, building on what people love while expanding its offer. It provides clear direction on brand identity, audience, and communication.
From Meditation to Mental Health Movement.
Over three months, we collaborated with Headspace to understand their operations, challenges, and audience priorities. We uncovered three key insights that redefined their strategic framework:
The world needs a clear authority on mental health. Position Headspace as the credible leader emphasising expertise without losing approachability.
Headspace has strong scientific credibility. Highlight the platform and partnerships to underscore its clinical authority and trusted reputation.
Headspace supports underrepresented communities. Make social purpose central, championing initiatives like Free for Youth and Headspace for Educators.
The brand needed to reflect its mission to make mental health support a universal right, so we placed that purpose at the heart of
the strategy.
Mental health as a human right.
With a unified brand framework in place, Headspace had clarity over the unique differences they could own: leadership, social focus and robust scientific grounding.
And using these, Headspace had a true picture of who they are as a brand. It united them internally with a rallying cry; making mental health resources accessible for all.
The new strategy helped to inform decision-making from a united viewpoint; whether it’s finding ways to reach new audiences, connecting with existing fans, assessing which partnerships to engage in or deciding which celebrity ambassadors to bring on board. It gave them the guidance and inspiration they needed to take their brand into the future.
"Headspace blends product, expertise and purpose. Together, we created a clearer path to help more people see their true value.”