Headspace
Everyday Better
While many concepts focused on monumental life shifts or escaping reality, my pitch flipped the script. Mental wellness isn't about achieving a flawless, stress-free life overnight; it’s about micro-moments. I developed "Everyday Better," a concept rooted in the philosophy of incremental growth. The core idea is that Headspace doesn't just exist for major crises — it is a companion that makes every single day just a little bit, incrementally better, in a few minutes a day.
Billboards
I took the lead on building out a comprehensive, 360-degree integrated campaign. I scaled the "Everyday Better" narrative across both consumer and corporate touchpoints, ensuring a cohesive voice and visual identity.
Concept for a short Instagram story to the right, and a mood board for the overall concept below. I wanted to bring the human element back to Headspace, a brand that relies heavily on uplifting animations and bright colors, to bring people back into the picture and make a deeper connection between how meditation can fit into a busy life.
Social media
Photography Mood Board myself and my design lead, Brian Lee, curated a distinct visual direction and photography mood board to pitch the aesthetic of the campaign, focusing on raw, authentic, and deeply relatable human moments over idealized wellness tropes.
Everyday better
— a conceptual manifesto
Business-to-business email
Getting started? Easy. Take a minute for meditation while sipping coffee, eating a snack, or commuting. It only takes a minute to start making every day better.
Want to make something that grows? For creative leadership, a copy lead, or why the Oxford comma just makes sense, say hi at cassese1@gmail.com.
The Oxford comma, in fact, makes a lot of sense.
