Calm was founded in 2012 as a meditation app. Over the years, the company has expanded its offerings to include sleep stories, music, masterclasses, movement exercises, and even physical products. It was time to shift the perception of the brand from a meditation app to a lifestyle brand that exists to calm the world, one mind at a time. Data shows that nature (and especially open landscapes) calms the mind and plays an important role in human well-being, giving us a sense of belonging. Visually, the brand has always leaned into nature through photographs. For this rebrand, we kept this essence and elevated the visual system: the core idea is to use nature as a trigger to take your mind to a place of calm through immersive imagery and abstract color landscapes. Like an invitation to look inwards, these organic gradients evoke a sense of calm and transformation, alluding to a journey of self-discovery. Finally, with a provocative tone of voice, the brand engages with users by creating moments of pause from the outer world to focus on their inner self.
Design Studio: Calm Brand Studio | Creative Director: Andrew Schapiro | Design Director: Ty Whittington | Designers: André Coelho*, David Nguyen, Enes Alili, Jenna Carando
Motion Designer: Habin Koh | Copywriter: Tyler Sharkey | Photo Lead: Marcella Iulo | Product Design (collaboration): Chris Delbuck | Calligrapher: Yomar Augusto | San Francisco, US
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*Ultimately the company decided to keep its current visual system and the Rebrand was not implemented.