At Herbal, I lead the brand identity development for a wellness-driven startup that reimagines partying through the lens of Traditional Chinese Medicine. Rooted in the philosophy of balance and restoration, Herbal offers a new kind of nightlife—one that invites guests to unwind, heal, and reconnect after the demands of a 9-to-5 day. From visual identity to tone of voice, I oversee the creative direction that brings our mission to life: redefining what it means to go out and feel good.
Headspace set out to evolve from a meditation app into a holistic mental health platform, maintaining its uplifting wellness tone while expanding into therapy and real-world support. With the new therapy platform launching this June, I helped define what therapy looks and feels like within the Headspace brand—modern, clean, and slightly playful, setting it apart from Talkspace and BetterHelp. I designed a logo that symbolizes balance and connection, supported by a calming blue palette to evoke trust and clarity. The updated app integrates journaling, focus, and therapy features alongside meditation, creating a seamless, all-in-one mental health space. To connect with Gen Z, I proposed a Headspace College Tour—bringing mindfulness to campus hubs where early adoption can foster lifelong engagement.
Mock identity for a Music Festival “Lunartics”, a space created for EDM enthusiasts who gather to celebrate and dance under the moonlight. Derived from the words "lunatic" and "lunar," it represents individuals who are wildly enthusiastic about EDM and the magical experience of dancing beneath the night sky.
Motion creating with AfterEffects
I began with collecting candy, drawn to its playful nostalgia, and shifted to the rise of supplement gummies, which mimic candy while claiming health benefits. Through a mock brand and packaging design, I explored whether these gummies genuinely promote wellness or simply capitalize on clever marketing.
Motion Created with Aftereffects, Packaging Printed on Cardstock