Headspace

For Observed

Individuals (app subscribers, therapy patients, families, students) and organizations (employers, small businesses, health plans, consultants): the nav splits For You, For Business and For Providers.

Promise Our reading

Mental health support that feels approachable, from a two-minute meditation to insured therapy, all in one place.

Mission Published

Headspace's mission is to provide every person access to lifelong mental health support.

Proof behind each pillar

• Meditation and mindfulness. 1,000+ expert-led exercises in a subscription
• Therapy. Online therapy that accepts insurance; HSA/FSA eligible
• Ebb, the AI companion. Ebb is clinically tested for safety and connects members to crisis support when needed
• Sleep. 1,000+ expert-led exercises in a subscription
• For business. Used in 200 countries and regions
• For business. 73% of enterprise clients cite the brand as a key driver of employee adoption (Oct 31, 2023)

Story Published

Founded in 2010 (Andy Puddicombe, a former Buddhist monk, is a co-founder), Headspace merged with Ginger in 2021. On October 31, 2023 it unified everything under the Headspace brand (Ginger became Headspace Care) and refreshed its identity in-house with Italic Studio, a custom Aperçu from Colophon Foundry and a wider emotional palette and cast of faces (coverage April 2024). Ebb, its AI companion, followed in October 2024. On September 16, 2026 Sword announced it would acquire Headspace.

Values

Category. Mental health: a meditation and sleep app plus Ebb (AI companion), coaching, online therapy that accepts insurance, and EAP, psychiatry and work-life services for employers and health plans. Observed

Why them

1. Bright, emotional color in a category Headspace calls a "dreary sea of blues and greys" Published
2. One app from self-guided content to clinical care (coaching, therapy, psychiatry) Published
3. Insurance-accepted online therapy and HSA/FSA eligibility on the homepage Observed

Boilerplate Published

Headspace is the leading everyday mental health companion. Its all-in-one app delivers personalized support, from AI-powered guidance to meditation, coaching and therapy, and it partners with employers and health plans (paraphrase of the about-page boilerplate).

Taglines

They never claim

• Never present Ebb as a substitute for human care or a therapist: Headspace states it is not
• Never say Headspace (the app) provides clinical services; therapy and psychiatry are separate care services

More real lines

The homepage leads with a rotating feeling ("Feel less anxious", "Stress less") and the line "all with Headspace", then two offers side by side: the app and insured therapy. Proof sits in a row of check marks (1,000+ meditations and Ebb, therapy that accepts insurance, 105M+ downloads). Business gets its own blue band.

Source: headspace.comheadspace.com/about-usorganizations.headspace.com/blog/headspace-unveils-refreshed-brand-and-expands-offerings-for-lifelong-mental-health-support

• Sentence case headlines
• Write as “we”, to “you”
• American spelling
• Lead with the feeling or outcome the reader wants (Feel less anxious, Sleep soundly), not the feature
• Make talking about mental health feel approachable and normal, never alarming
• When Ebb is mentioned, say it is an AI companion that does not replace human care
• CTAs are two to four words: Try for free, Try for $0, Check your coverage, Request a demo

WarmApproachablePlain

Second person, short, warm and plain: Stress less, Sleep soundly, Manage anxiety, Process thoughts. Sentence-case headings, no exclamation marks in headings. Ebb copy is careful about its limits.

• Write to "you", as "we"
• Short sentence-case lines
• Kind, everyday words before clinical ones
• State Ebb's limits plainly

• The homepage speaks to "you" in short, kind, everyday phrases (Stress less, Sleep soundly, Manage anxiety) and keeps clinical words for the care offers.
• An illustrator on the brand team describes the brand as "a big warm hug", fun and witty but considerate on heavy topics (Blush interview).
• A landing page follows the homepage: a short feeling-first headline, a plain one-line offer, one pill CTA.

Source: itsnicethat.com/articles/italic-studio-headspace-graphic-design-project-250424blush.design/blog/post/headspace-mindfulness-appheadspace.com

Source: headspace.comitsnicethat.com/articles/italic-studio-headspace-graphic-design-project-250424blush.design/blog/post/headspace-mindfulness-appheadspace.com/ai-mental-health-companion

A lowercase "headspace" wordmark with a solid orange dot to its left. The press kit publishes three registered RGB versions: primary (#FF7300 dot, #2D2C2B wordmark), inverted (#FF7300 dot, white wordmark) and white, in PDF, PNG, SVG and EPS for web and print. The SVG artboard is 1554 x 363 (about 4.3:1).

Not published: Clear space; Minimum size; Lockup rules.

Source: drive.google.com/drive/folders/1RvTZapWJ8TmS6-wp2Px7QoevaHQMRDBmdrive.google.com/drive/folders/1_bGJi36dthZc4eDgt2jDTqaAj12Qxrbi

Orange #FF7300 is the signature (logo dot and the lead character). The 2024 refresh kept orange and added complementary colors for a range of emotions, with attention to contrast. On the site the working colors are ink #2D2C2B on white, warm #F9F4F2 cards, #0061EF CTA blue, full-bleed #FFCE00 strips and inset #FFCE00, #0061EF and sky-photo cards (1344px, radius 16); pink #FFA1CC, purple #3B197F and green #02873E appear on carousel slides.

Not published: An official palette with hex values beyond the logo files; Color ratios (the proportion shown is measured).

Source: drive.google.com/drive/folders/1RvTZapWJ8TmS6-wp2Px7QoevaHQMRDBmitsnicethat.com/articles/italic-studio-headspace-graphic-design-project-250424printmag.comheadspace.com

One family everywhere: Headspace Apercu, a custom version of Colophon Foundry's Aperçu made for the 2024 refresh, chosen to flex from playful to clinical, with curves drawn from the smile. On the site headings are bold with -0.03em tracking and tight leading; body is regular at 20/30.

Not published: Type scale; Weights list; Licensing of Headspace Apercu.

Source: itsnicethat.com/articles/italic-studio-headspace-graphic-design-project-250424designcompass.org/en/2024/04/30/headspaceprintmag.comheadspace.com

Few icons: outlined check circles in the hero proof row and HSA/FSA labels, chevrons on category rows, social glyphs in the footer. Category tiles use small illustration spots instead of icons.

Not published: Icon set or grid.

Source: headspace.com

Flat, round, bold-color scenes built from circles and soft shapes, with simple closed-eye or open-eye faces. The press kit groups them as Evergreen, Work, Education, Mindful Eating, Seasonal, Sleep, Stress Anxiety and Hard Topics, at 3840 x 2160. Since 2024 the faces express stress, sadness, contentment and more, not only joy.

Not published: Illustration guidelines.

Source: drive.google.com/drive/folders/1RvePlqySxy3s7GBtJd4p5zZe0IfBv1dKitsnicethat.com/articles/italic-studio-headspace-graphic-design-project-250424designcompass.org/en/2024/04/30/headspaceblush.design/blog/post/headspace-mindfulness-app

Photography arrived with care services: real clinicians and members in video-call frames on the hero therapy card, portraits in the business band, and warm daylight office photos in the press kit.

Not published: Photography rules.

Source: designcompass.org/en/2024/04/30/headspaceheadspace.comdrive.google.com/drive/folders/1RxOVgmtgSJe2nMs1bXAQ7Jv18K7nOzpp

The brand has always been animated (breath-driven animation since the start, per coverage); the 2024 identity keeps soft, smooth motion. On the site: a looping ticker and tabbed carousels.

Not published: Motion durations and easing.

Source: itsnicethat.com/articles/italic-studio-headspace-graphic-design-project-250424designcompass.org/en/2024/04/30/headspaceheadspace.com