Myndstream came to us as an existing label in the mood music category but with a wish to reposition the brand as a global leader in music for health and wellbeing. We gave them and identity that could flex from startup to becoming the official Forbes Travel Guide partner and now a new partnership with the Mayo Clinic.

Insight
Initial research uncovered the powerful therapeutic effects of sound on both mind and body, its arrangement and the transformational effects of specific frequencies. Music at 528hz for reduces cortisol and increase oxytocin, whilst different sounds, arrangements and frequencies produce different effects. Beyond merely being pleasurable, music can be medicine.

Thinking
Since sound waves themselves can travel through the body activating and deactivating, we looked to root the identity in sound waves themselves to align the brand with a more science-backed approach that seeks to go deeper. 

A photo direction that communicates the effect
We wanted to show the powerful effects of the music so a direction using close-up portraits shot with models eyes closed to communicate the inward effects on a brand level. A second tier was also established that utilised the natural world, but in a more abstract way, where landscapes become soundscapes that flow and reverberate.

Overlaying the benefits
From UI lozenges to music player controls, graphics were overlaid onto real photography - of either the natural world or people. This was introduced to draw a direct link between the music and its platform experience, and to highlight the transformational benefits and their effect, visualising the invisible. 

Customised type
A custom version of Universal Sans was used to create two weights for Myndstream to use and two special character options M,W, added for use so that the focus of sound and music ran through the messaging as well.

Three tiers of music artwork
We designed the systems for the three music release artwork. Positioned on a scale from art to science, the categories go from the initial 'General Release' through to 'Designed with Feedback' and the third category 'Expert Collaboration & Research. Branding was created for each to differentiate within the catelogue.

"I could not recommend working with Robin more highly. So far, he has breathed life into three brands within our group portfolio. He is quick to assimilate a vast amount of strategic information, and has the creativity to visualise this into something beautiful and elegant. His professionalism means he is dependable and reliable, which is a significant contributing factor to why we have used him for every piece of major brand work in our Group since finding him."

Freddie Moross
Myndstream, Founder