Brand | Website

Interpersonal Mindfulness Centre

Brand Identity

IMC (Interpersonal Mindfulness Centre) is a new mindfulness centre born in Oxford that offers mindfulness courses with a focus on relationships. The centre organises Interpersonal Mindfulness groups, MBSR and MBCT courses, and promotes mindfulness in psychotherapy, collaborating with international training institutions.

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THE PROCESS

Challenge

Starting from scratch with a new brand is always a challange.The cofounders sought a minimalist, mindfulness-inspired design that was both distinctive and eye-catching in a competitive market.

Solution

BRAND

Through discussions with the clients and an understanding of the target audience, it became evident that we needed a clean yet iconic brand aesthetic. I created a logo that combined a distinctive symbol with a bold wordmark to achieve this. Experimenting with various brain and head motifs, I paired them with sharp, clean lines for the logo symbol and chose a striking sans-serif font for the logotype. The choice of a simple teal and white colour palette evokes a sense of health and relaxation, perfectly aligning with the brand’s ethos.

WEBSITE

I worked with the cofounders to figure out the website structure and content. The sitemap was kept small on purpose to ensure the website could be quickly and easily navigated, to provide a smooth user experience, leading the user through relevant information straight to the course calendar. After a research across the competitors in the area, I figured out that the winning solution, in order to compete with bigger centres, was to keep the information architecture very simple, highlighting the most specific content, giving a direct access to the booking system. Making everything handy, very responsive and user-centred, was the right choice to bring out a new reality into a very consolidated and competitive market. I sketched out some initial concepts and wireframes and discussed them with the clients to ensure that we were both on the same page.

My Role

I played the double role of UX/UI designer and Graphic designer. As UX designer I talked a lot with the cofounders in order to understand the the business, the products and the goals. I took some time to put in place a quite extensive research of the competitors in the area to study their brands, understand the market, identifying any kind of brand and web standard within the sector.

The Final Product

The final product is a very minimalistic website, perfectly responsive and very user friendly especially for mobiles. It contributes to highlights the unique features of a very new, clean, healthy and careful brand.

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