Wrong way, go back.

Seesaw +
Smiling Mind

A new look for the industry leading mindfulness app with 5.4 million users around the world.


Sector — Wellness
Work  — Strategy, Identity, Print, Digital
Photography — M&C Saatchi
IllustrationBeci Orpin


Brand Essence

Check in with yourself. Australia’s leading wellness app at your fingertips.

As part of our Design for Good program, we worked with Smiling Mind at a critical point in the brand’s evolution to bring clarity and consistency across a number of platforms, with a focus on the look and feel of the phenomenally popular mindfulness app.

The refreshed brand identity was simplified and typefaces streamlined, with messaging, illustration and transitioning colour taking over as the focus. Seesaw was responsible for the over-arching creative direction and once all brand elements were established, we assisted in resourcing an in-house design team to help bring the new brand to life across social, digital and printed channels.

The brand was crafted around the concept of transition through the colour spectrum which visually represents transitioning through various emotional states.

To see further examples of our work in the startup space, get in touch.