Magic Mind Brand Strategy & Identity
Rebranding a mental performance shot for neurodivergent women
The Client
Magic Mind
This was completed for my graduate program and has no affiliation with this company.
My Role
Research & Insights Brand Strategy Brand Identity
Project Team
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 for sharper focus and calm energy. The goal of this project was to deeply research cultural and economic forces, find out what tensions are driving the biggest opportunities, and rebrand Magic Mind for a new audience.
The Problem
High-performing women are being forgotten by cognitive performance brands
Magic Mind's current positioning is what you'd expect: productivity and performance fuel for high-performing professionals and entrepreneurs, skewing male. But there are two major forces that are affecting this category. First, what it means to be "productive" is being broadly challenged by backlash against hustle culture. And second, specifically when it comes to products that enhance cognitive performance, there's an entire audience that brands are not competing for: women who are serious about the ingredients and don't want the pink stuff. The opportunity for Magic Mind was to lean into the way our culture is changing, embrace broader definitions of "wellness" and "performance," and capture an entire generation of women who are tired of empty, aspirational wellness claims.
The Solution
Double-down on the women who've turned their neurodivergence into their superpower
There are millions of women whose needs map perfectly to what Magic Mind delivers. They are neurodivergent: ambitious, creative, and intelligent, managing energy levels a neurotypical world. For women who have spent years reverse-engineering their own neurochemistry just to function, Magic Mind can actually help. And when they feel good, their atypical traits become their best assets: hyperfocus, pattern recognition, creativity, high risk tolerance.
Between the prescription stimulant shortages, the fact that more women are being diagnosed every day with ADHD and Autism, and the movement to wear neurodivergence as a badge of honor makes right now the perfect moment to capture this tidal wave of women. To show the world that Every Mind is Magical.
The brand was built to embody the feral and tender misfits who are building communities of acceptance and radical self-love: Roxanne Emery, Billie Eilish, Hayley Williams. The punk-rock palette, grunge logo, misfit-cast photography, and dark humor all came from the communities these women are already building. I wrote and designed the new Magic Mind to show up for them.
The Impact
In the few times I presented this work, a couple people bought Magic Mind before I finished talking, so there's that.
About this project
