headspace Brand Strategy: Brand Positioning, Architecture & Rebrand


Headspace had been around for 12 years and the brand identity needed an update to better connect with young people. The brand positioning hadn’t been formally explored or articulated and the role of the brand had changed but hadn’t been recognised.


We hosted multiple engagement workshops with stakeholders to really delve into what the brand stood for and get the insights we needed. To execute the project, we used solid project management techniques and worked collaboratively with a number of partners.


Gaining board endorsement of a new brand platform for both business-to-customer and business-to-business contexts. We rolled out a new brand positioning and identity out to 110 headspace centres and received positive feedback from young people that the brand reflected them.


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