RUNING HEAD
THE ULTIMATE JOURNEY TO HAPPYNESS
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20-35
BRANDING Target audience Stakeholders SWOT analysis Competitors
08-17
RESEARCH
Name development
Introduction
Logo development
Meditation is not being practiced
Inspiration and keywords
Reasons
Design system
Brainstorming Solution
TABLE OF CONTENTS
38-45
POSTERS Serie of posters Posters in environment
48-73
DELIVERABLES System of deliverables Website Phone + watch apps Meditation experience
RUNING HEAD
RESEARCH
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OUR MIND IS BEING CONSTANTLY DISTRACTED BY: NOTIFICATIONS, EMAILS, ANNOUNCEMENTS, TEXTS, CITY SOUNDS, CALLS, ALERTS, REMINDERS, LIKES, REQUESTS, EMERGENCIES, ADS, IRRELEVANT THOUGHTS MEMORIES... RESEARCH
The research paper that came out of Harvard, just recently, said that on average, our minds are lost in thought almost 47% of the time. 47 percent... It is almost half a life we spend lost in thought. At the same time, this sort of constant mind-wandering is also a direct cause of unhappiness.
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Again, we are to spend almost half of our life lost in thought and potentially quite unhappy...It just kind of seems tragic...Actually, especially when there’s something we can do about it, when there’s a positive, practical, achievable, scientifically proven technique which allows our mind to be more healthy, to be more mindful and less distracted:
MEDITATION positive / practical / achievable / scientifically proven
RESEARCH
IS NOT BEING PRACTICED And this is an extraordinary thing, right? We’re talking about our mind. Our most valuable and precious resource, through which we experience every single moment of our life. The mind that we rely upon to be happy, content, emotionally stable as individuals, and at the same time, to be kind and thoughtful and considerate in our relationships with others. This is the same mind that we depend upon to be focused, creative, spontaneous, and to perform at our very best in everything that we do. And yet, we don’t take any time out to look after it. In fact, we spend more time looking after our cars, our clothes and our hair and all sorts of other things.
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REASONS
RUNING HEAD RESEARCH
PEOPLE ARE AFRAID OF MEDITATION
There are all sorts of fears and prejudices people have towards meditation. Almost all agree that the subject is complex and sort of obscure. It also lacks some scientific credibility in the peoples’ minds though researches come up with the new papers highlighting the benefits of meditation almost every week. Meditation is often regarded as a traditional, almost old style practice that require specific rituals and postures. Many of those who are interested in subject don’t know from where to start and how to be sure you are doing things right.
IT LACKS IMMEDIATE GRATIFICATION
Meditation also doesn’t offer you any sorts of immediate feedback. After finishing the session, you basically have no idea if you’ve done everything correct or not. It’s lacks any sort of governance even if you attend a private lessons with instructor.
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Observing the nature
Nirvana
Astral projections
Watching Koi Fish
Listening to sounds
Drugs
Traditional
Reiki
Aum
Breathing
Silence
Long meditation
Birds
Transcend
Watching water/flames
Single path labyrinth
Tai Chi
Massage
Yoga
Concentrating
Plants
Sitting in posture
Physical
Dance
Visual / Auditory
Listening to water flow
MEDITATION
Light
Clearing up the mind
RUNING HEAD
Visual / Auditory MEDITATION
Colors
Advertising
Mobile apps
Autorepeating
Art
Blurry
Youtube playlists
Travel through time
Website
Electronics
3D Glasses
Headphones
Different perspective
Group meditation
Left/Right brain
Vacation
Taste
Walking
Brain exercise
Alcohol
Lifestyle
Repetition
Smell
Modern
Physical
BRAINSTORMING Elevation
With the brainstorming session, several things become apparent, first of all, modern meditation should rely heavily on the technology, secondly, meditation needs artistic tools like colors and photography to re-brand itself and make its path to the peoples’ minds. 1 5
SOLUTION
RUNING HEAD
NEW BRAND + TECHNOLOGIES We believe that outlined problems can be solved through redesigning the existing look and feel meditation has in the minds of people and by providing them modern technological tools that will bring personal guidance to the practice. We see the world a better place, with happy and mindful people around us.
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RUNING HEAD
BRANDING
WHO ARE THOSE WE ARE TRYING TO REACH?
BRANDING
HELPING PEOPLE ANN_home sitting mom
ELSA_aging baby-boomer
She is overwhelmed with uncertainty in her life; kids always demands her attention 24/7; she has no time to simply enjoy the process she is doing right now. She is always worried about what to do next and how to do everything right. She feels a lot of responsibly on her kids future and feels that she isn’t owning her life.
He feels life is getting on the pace he can’t follow. He cannot cope with the variety of media trying to reach him, he hates persistent advertising that aims to even come into his bedroom. He misses the days when phone call where awaited and mail delivery was like festivity. He feels like he had more control over the life in past.
EVERYONE HAS A DIFFERENT STORY....
CHRIS_financial stock-trader
He is always on alert, situation around him changes all the time and he is operating with the amounts of money that exceed all his mortgage by a ton. The necessity to be always on, checking companies’ news and reports makes him detached from his family and friends. He feels lack of control over the life and he don’t have time to even spend the money he is earning. 2 1
Target audience and stakeholders research helps to finalize the design and deliverables concepts as they become more specifically tailored to actual people ans address issues they experience.
BRANDING
PAULA_health-care manager
PATRICK_CEO big company
Those guys invested a lot of resources to lower the amount of lawsuits for health providers and they found out that only patients that are unhappy by the doctor’s visit will file a claim, despite of actual outcome of the treatment. They also noticed a huge relationship between state of the mind of a patient and number of times he approaches health care providers.
He feels like the raise of productivity doesn’t rely any more on job protocols, and more on the way people feel about their jobs, how they manage their responsibilities. He believes that raising productivity through the usage of mind tools can significantly increase company’s profit and eliminate turnover.
...AND DIFFERENT INTERESTS.
WHO ARE THOSE TO BENEFIT FROM IT?
MARK_governmental official
He believes that the next big thing is the development of our minds, not body or physical skill. He runs a bunch of governmental programs to raise people’s happiness perception, as despite of the highest GDP per capita, people feels less happy than in third world countries. Cracking this task will be also very profitable for him personally in the light of coming elections.
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Strengths
-- a unique angle of the brand; -- a clear motivation behind the brand; -- limitless potentiality to evolve;
SWOT
-- it’s trendy, there is a high demand on market for such brands; -- few established competitors, easy to change status-quo; -- high potential of the market to grow;
Threats
BRANDING
Weaknesses
-- another thing to add on a daily routine; -- lack of credibility, as people are overwhelmed with talks about mind;
ANALYSIS
-- easy to copy the approach; -- techniques itself are widely known and sometimes had bad connotations; -- people are resistant to change their mind on subject, hard to educate the market.
Opportunities
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COMPETITORS To create a really distinct brand, research of competitors seems inevitable. There are common design approaches that are prevalent on this market:
WHAT SHOULD WE DO DIFFERENTLY? -
the use of landscape photography, use human figure in various degrees of abstraction, the use of subtle natural colors, the use of patterns from the nature. There are few brands that use images of people, as meditation treats as a very intimate and personal act. The use of color gradients is limited and abstraction is not a commonly used thing.
BRANDING
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BRANDING
Fresh Inspired Thoughtfull Warm Clear Crispy Sparkles Frozen
Frozen Posed Thought evoking Cool Smart Above Elevate Frequency
Roomy Pupil Regaining Aware Open Distinct White
Evostijl Smartstill Mindstill Stillnex Stillex Stijl
Stillspire Still-full Clear Still Warmy Still Fresh Still Stijl Still
Clutter [still] Trouble [still] Deep still Coll Still Stunning Still Pupil Still
Clarus Clerus Obstructless Crystal Brilliant
Everclear crispy Incisive Crispus Beginners mind
NAME DEVELOPMENT A LONG WAY TO GO
There is an old proverb saying, “the way you name your ship—that’s the way it’s going to sail.” Naming a brand requires the ability to distill the essence of it in a simple, short, recognizable brand. Still encompass all and every brand values, while specific graphic treatment suggests other connotation layers, making the brand versatile and complete.
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BRANDING
Mindfulness is a lifestyle... It’s also the sense of elevation above the routine and the perspective from above. It’s both sunrise and sunshine. And finally, it’s ultimately personal. All of those ideas are synthesized in the logo mark chosen to represent the brand. It’s still...
LOGO DEVELOPMENT
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BRANDING
GUIDANCE / ENJOYMENT / HAPPINESS
INSPIRATION Designing a brand identity requires not only knowledge of the competitors and thus things, that I need to be different from; it also requires an inspiration...
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COLORS Colors are allowed to be used flat or as gradients.
BRANDING
DOUBLE
FUTURA BOOK
EXPOSURE
18/30 pt
PEOPLE + LANSCAPES
GOTHAM MEDIUM 9/12 pt
Futura book 9/12 pt
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IM AGES
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Images can be overlayed with flat colors, or gradients, including the transparent gradients.
T Y P E FAC ES Body copy is 65% gray and subheads are colored according to the current section.
DESIGN SYSTEM VERSATILITY, YET CONSISTENCY
The design systems allows to express unique qualities of the brand, that was set up during the research phase. It’s different enough from the branding that exists on the market. It’s versatile enough to be used across different mediums, such as print, digital or wall art applications.
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RUNING HEAD
POSTERS
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POSTERS
SERIE OF POSTERS THE IDEA BEHIND
To create a really distinct brand, research of competitors seems inevitable. There are common design approaches that are prevalent on this market: -
the use of landscape photography, use human figure in various degrees of abstraction, the use of subtle natural colors, the use of patterns from the nature. There are few brands that use images of people, as meditation treats as a very intimate and personal act. The use of color gradients is limited and abstraction is not a commonly used thing.
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RUNING HEAD
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RUNING HEAD
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RUNING HEAD
To create a really distinct brand, research of competitors seems inevitable. There are common design approaches that are prevalent on this market: -
the use of landscape photography, use human figure in various degrees of abstraction, the use of subtle natural colors, the use of patterns from the nature. There are few brands that use images of people, as meditation treats as a very intimate and personal act. The use of color gradients is limited and abstraction is not a commonly used thing.
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RUNING HEAD
DELIVERABLES
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DELIVERABLES
SYSTEM OF DELIVERABLES AT YOUR SERVICE FROM THE BEGINNING
The system of deliverables is designed to work seamlessly together, providing you all sorts of support from the beginning of your journey towards mindful life. 1. Website. It’s envisioned to provide you credible information about meditation, gives you easy-to-follow steps to crate a solid basis for futher development. 2. Apps Smartphone and smartwatch are designed to provide you feedback during the practice and are intelligent enough to even tailor the sessions specifically for you. 3. Exhibit A walking meditation that works in concert with your app, providing you a personalized 3D retreat right in the middle of the crowd.
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1. WEBSITE HERE IS THE JOURNEY BEGINS
Website is designed to provide all the necessary information for those who are new to meditation, as well as giving them the first easy-to-follow guidelines on how to start practicing. Website eliminates the fears for newcomers, by providing credible information about all and every aspect of meditation, from the scientific findings to historical perspective. It also sets the foundation for further use of mobile apps and visiting the exhibition as it offers the profile set up based on the MBTI personality testing. The results of this testing will be used to tailor meditation sessions in the app specifically for you, as well as customizing the exhibition experience as well.
DELIVERABLES
LEARN Website starts with the “Learn� section, providing quick information on 4 main questions visitors may have. Sections are color coded, which is reflected on the gradient as well.
WORKS ACROSS DEVICES By scrolling down visitors can explore topics in depth, as well as get the current highlights around the subject. Website esily adapts across different platforms due to the clean and modern layout solution.
A FIRST STEP FORWARD It is the starting point to have a glimpse on how a mindful life can look like. It is also an ending point, as it accumulates the information from other two deliverables and connects all three together.
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MEDITATE Second section of the webiste is color coded to purple blue and entitled as “Meditate”. It contains information and how-to-do’s related to the practice, gouides through all the steps from setting up a personal space and towards actual meditation with the beginners programm availvbale through the website.
DELIVERABLES
EXPERIENCE The thirds section is entitled as “Experience” and suggests further steps on you journey to mindfulnes. It introduce to the viewer two other parts of the system: apps and exhibit. It’s also a section one will be refereing to in case an overview of activity across devices is needed. The overall naming of the sections suggests action.
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RUNING HEAD
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2. PHONE+WATCH APPS PERSONAL GURU RIGHT IN YOUR POCKET
Applications for phone and watch designed to work together, providing ultimate meditation experience you have never experienced before. When you log in with the account you have set up on the website, the app knows everything it needs, to set up a meditation session specifically tailored to your personality profile. During the session, app will use the information from the watch, that constantly monitors your heart rate, to provided you an online feedback of how you performing and can even adapt the program on the fly to either help you come back on track if you gets distracted, or can even deepens your meditation sessions if your performance is great!
DELIVERABLES
HOME SCREEN Opening screen sets the mood of the app and offers two basic options: login with the profile created on the website, or get started with general program.
METRICS AND PROFILE Profile screen will appear as soon as you log in with the existing account. It will show your current level, as well as history of the metrics from the previous sessions. Metrics screen can be accessed either from profile menu, or immediately after practice session.
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MAIN MENU Main menu can be easily accessed from any screen of the application. It’s icon is located on the upper left. Under the main menu you can also find list of available courses, as well as those that are designed specifically for you.
COURSE LIST List of courses provides you an overview of the available courses, keeps track of those you have already completed and prived a brief description about the programm in general
DELIVERABLES
STARTING PRACTICE From the list of courses you can pick either next course or repeat any previous one if necessary. Passed courses features graphical lelments like check marks, that give visual clues. Each program features the background picture to make navigation easy.
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USE CASE With the intelligent guiding system built into the app, you can practice meditation everywhere, even on the go. Smartwatch will share information about your pulse rate, so application will be able to distinguish different user moods and environments to specifically tailor practice to such conditions. The app can detect if you get distracted from the practice and help you to come back. It can also extend or shorten the practice depending on your performance.
DELIVERABLES
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RUNING HEAD
LOOK AND FEEL The overal visual aesthethic of the app makes the elevates the whole meditation experience and provide and additional stimulus to keep practicing. The importance of look and feel of the app is proved to be very high in order to build a solid habit.
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3. PERSONAL EXHIBIT EXHIBIT EXPERIENCE REDESIGNED
The exhibit is the culmination of your mindfulness journey. It retaines all the best you have experienced so far and brings it to a new level. You can find this personal meditation experience, right in the middle of Union Square in San Francisco. An island of stillness in the epicenter of the city. The exhibit will use GPS and iBeacon positioning technologies to unveil your a unique meditation experience step-by-step as you walk. Interactive displays on the walls will feature content based on the profile you have set up on the website and all the meditation sessions you have gone through in the app.
DELIVERABLES
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DELIVERABLES
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THE ENTRANCE The entrance of the exhibit designed to encourage visitors to use the app that is part of the system, to get the most out of it.
It is designed with the idea of unicursal labyrinth in mind which proved it relaxation qualities throughout the centuries.
DELIVERABLES
MEDITATION ROOM Exhibit features meditation rooms that are designed to provide visual as well as audio content to enrich your meditation sessions. Some to them features specific smells and almost mountain air quality. The whole experience is tailored to be walking, featuring occasional short breaks for deeper meditation sessions. The exhibit keeps track of its visitors, so you won;t be disturb during one of such sessions.
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DELIVERABLES
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DELIVERABLES
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THE JOURNEY OF A BEGINS WITH
DELIVERABLES
THOUSAND MILES ONE STEP...
The ultimate journey to happiness. 7 5