Headspace

Product Expansion | Advocacy | Branding | Social Media Marketing | Guerrilla Marketing

"Headspace for Kids"

OBJECTIVE:

Think beyond the "expected" way of positioning a product, create unexpected advertising by targeting a product or service at a different audience. Utilize original strategic thinking to develop the brand image to become not just a product or service but a lifestyle full of values.

Choose a product that is typically sold to one gender/age group and develop the strategy and creative to sell it beyond the pre-existing target audience.

TARGET AUDIENCE:

Children - all genders, focus: ages 8-12 years old

Parents of young children, concerned about the mental health of their kids

RECOGNITION:

(October 2023)

Featured in AIGA Philadelphia's "APPEAR: A Juried Exhibition" for the annual DesignPhiladelphia Festival; Category: Emerging Designer

Spring 2021

Art Director •
Lilian Broyles

Copywriter •
Caleb Sperling

For A Kinder Future

Headspace is an app that promotes easily accessible mindful meditation through their guided meditations, online content, and other provided resources. It is there to help you relieve the stresses of everyday life. The goal of the meditative practice is to not only dissolve your bad thoughts or feelings, but also acknowledge and comprehend them before ultimately letting them go.

My partner and I believe children are smarter than people normally think and are quite perceptive. This causes them to be more vulnerable and impressionable. It cannot be denied that children have mental health issues for one reason or another, as much as some adults may deny this fact. The Headspace brand at the time of the project has produced little content for the younger demographic.

We saw the opportunity to provide a service that provides some semblance of help for this oversight issue on children’s mental health.

We wanted to extend the Headspace brand for the children’s demographic, focusing on issues they often face: sexuality/gender, bullying, body positivity, disabilities, parental discomfort, racism, classism, etc. Children don’t always understand why something happening to them makes them feel a certain way (sometimes neither do the adults).

We want parents to trust Headspace with their kids. Headspace cannot in any way replace a real professional counselor or psychologist, but perhaps it can be an outlet for them to ease the burden or better understand the situation so they can vocalize it to an adult.

Headspace for Kids would appropriately provide children with accessible resources for mental health issues in an approachable, stress-free manner.

Grappling with the complexities of the world is a challenge, but keeping the messages fun and transparent is appreciated by families in hard times.