Magic Mind
Rebranding a mental performance shot for neurodivergent women
The Client
The Client
Magic Mind
Magic Mind
ArtCenter — MDes Project
My Role
My Role
Research & Insights Brand Strategy Brand Identity
Research & Insights Brand Strategy Brand Identity
Project Team
Project Team
Solo Project
Solo Project
About this project
The Goal
Rebrand Magic Mind for a new audience based on deep ethnographic research
Magic Mind makes mental performance shots designed to support focus, productivity, and calm energy. The goal of this project was to uncover the cultural and behavioral shifts shaping the future of the category, identify emerging opportunities, and reposition the brand for long-term growth.
The Problem
The definition of performance is changing, but the category hasn't caught up
Magic Mind's existing positioning centered on productivity, optimization, and high performance, primarily targeting entrepreneurs and professionals. But ethnographic research revealed two major cultural shifts reshaping the market. First, growing backlash against hustle culture has challenged traditional ideas about productivity, with more people prioritizing balance, sustainability, and well-being over constant output. Second, cognitive performance brands continue to overlook a large and highly engaged audience: women who care deeply about ingredients, reject performative wellness marketing, and are looking for products that respect their intelligence.
The opportunity wasn't simply to reach more women. It was to redefine performance in a way that felt more relevant to how people actually want to live.
The Solution
Build the brand around the women rewriting the rules
Research revealed a growing community of neurodivergent women who embodied the cultural shift happening across the category. Ambitious, creative, and highly self-aware, many had spent years learning how to navigate a world that wasn't designed for the way they think. For them, performance isn't about becoming someone else. It's about unlocking what already makes them exceptional.
I repositioned Magic Mind around the idea that every mind works differently, and that difference can be a strength. The new brand celebrates the creativity, resilience, pattern recognition, hyperfocus, and unconventional thinking that many neurodivergent women embrace as part of their identity.
The visual and verbal identity drew directly from the communities driving this movement. A punk-inspired color palette, grunge typography, and irreverent humor helped the brand feel authentic to the women it was designed to serve. Rather than promising self-improvement, the new Magic Mind championed self-acceptance, creating a brand built for people who have stopped trying to fit in and started embracing what makes them different.
The Impact
Delivered extensive consumer and market research, an analysis of trends and subcultures, the new brand identity, and brand architecture. Completed as part of a graduate program at ArtCenter.
About this project
