Project Year:
2021
Role:
Art Direction
Product Design
Product Design
Partners:
Brendan Hayes
Jared Ryder
Jared Ryder
Defining the in-product and global art direction for brand imagery for a digital athletic meditation company.
Headstrong is an athletic meditation brand on the Variis App, offering guided audio meditations. For my first project of this kind, I led the art direction, cast models, and attended an in-person shoot, creating a beautiful and functional set of imagery for this luxury fitness brand.
Problem Statement
Users needed a way to differentiate Headstrong classes not only from other classes, but also a way to immediately identify each sub category from the others. The art direction of the images made it clear to the user which of the 5 sub categories of meditation they were navigating— Rise, Pre Workout, Post Workout, Sleep, and Anytime.
The colors, shadows, and strength of light were suggestive of the time of day and mood in which users would be engaging with these classes. Headstrong classes would become the 3rd most popular workout category on the platform, and this work was equal part art direction and user experience.
The colors, shadows, and strength of light were suggestive of the time of day and mood in which users would be engaging with these classes. Headstrong classes would become the 3rd most popular workout category on the platform, and this work was equal part art direction and user experience.
Supportive Player UI
While the art direction and photography would define the brand's aesthetic, it also supported the brand's presence on the Variis platform. With this came an update to the existing audio player design to help celebrate the new, richer imagery.
Visual System
The new art direction gave the brand a fresh aesthetic and indicated different meditation modes. Colors, light strength, and patterns represented meditation categories including Rise, Relaxation, Pre-Workout, Post-Workout, and Pre-Bedtime.
