Magic Mind
Magic Mind
Repositioning Magic Mind for a new audience
Repositioning Magic Mind for a new audience
Who do you trust with your brain? The influencer with five easy tips to crush your goals, hack your productivity, and wake up at 5am? Great. The new Magic Mind probably isn’t for you. There’s a growing audience of highly ambitious, creative people who want serious support for focus and energy without all the hustle-culture baggage. Magic Mind already has the science to help them focus. The new brand embraces the idea that productivity doesn’t have to look the same for everyone.
Who do you trust with your brain? The influencer with five easy tips to crush your goals, hack your productivity, and wake up at 5am? Great. The new Magic Mind probably isn’t for you. There’s a growing audience of highly ambitious, creative people who want serious support for focus and energy without all the hustle-culture baggage. Magic Mind already has the science to help them focus. The new brand embraces the idea that productivity doesn’t have to look the same for everyone.
Brand Strategy
Brand Strategy
Opportunity
More women are turning to energy products just as more women are recognizing themselves as neurodivergent, and seeking better support for focus and energy. With trust in wellness claims eroding, Magic Mind’s evidence-backed formula had an opportunity to serve a massively underserved audience.
Insight
Neurodivergent women want support for focus and energy, but not at the expense of who they are. They reject traditional wellness, brands that treat their special features as something to fix, and definitions of productivity that ask them to conform.
Strategy
Make Magic Mind the mental performance brand for unconventional minds, pairing serious science with a point of view that celebrates the qualities neurodivergent women have spent their lives being told to tone down.
Opportunity
More women are turning to energy products just as more women are recognizing themselves as neurodivergent, and seeking better support for focus and energy. With trust in wellness claims eroding, Magic Mind’s evidence-backed formula had an opportunity to serve a massively underserved audience.
Insight
Neurodivergent women want support for focus and energy, but not at the expense of who they are. They reject traditional wellness, brands that treat their special features as something to fix, and definitions of productivity that ask them to conform.
Strategy
Make Magic Mind the mental performance brand for unconventional minds, pairing serious science with a point of view that celebrates the qualities neurodivergent women have spent their lives being told to tone down.
Brand Identity
Brand Identity
The identity embodies misfit energy. A bold black base, electric color, distorted typography, candid photography, and irreverent compositions create a world that feels expressive, rebellious, and unapologetically individual.
The identity embodies misfit energy. A bold black base, electric color, distorted typography, candid photography, and irreverent compositions create a world that feels expressive, rebellious, and unapologetically individual.
The Team
The Team
This was a solo project completed as part of my graduate program at ArtCenter College of Design (MDes) for Brand Design and Strategy. This project is not affiliated with Magic Mind.
This was a solo project completed as part of my graduate program at ArtCenter College of Design (MDes) for Brand Design and Strategy. This project is not affiliated with Magic Mind.
Some images in this project were created using AI-powered image generation tools. Some visuals incorporate unlicensed imagery or artwork derived from existing media. All materials are presented for educational, illustrative, and non-commercial purposes only, with no intention of infringement.
Some images in this project were created using AI-powered image generation tools. Some visuals incorporate unlicensed imagery or artwork derived from existing media. All materials are presented for educational, illustrative, and non-commercial purposes only, with no intention of infringement.
