headspace.com got a flashy update with new landing pages featuring new creative and new messaging. But its web articles — the brand’s most successful lever for organic web traffic — did not. I led the rebrand of Headspace’s web articles to create a cohesive and impactful brand experience across all marketing channels. The rebrand included a new style guide, plus updates to web article content strategy and KPIs, namely conversion.

Collaborating with copy, design, and web, I rebranded 50+ web articles. The conversion rate for updated web articles increased by 3% the month of its launch — then increased and held to create a new benchmark of 6%.

Make lofty ideas simple and goals attainable.
We’re not woo-woo or elite.

Use encouragement and gentle reinforcement.
We’re not formal or demanding.

We meet the reader where they are. If a topic is serious, it’s okay to be serious.
We’re not judgy or out of touch.

Give real-life examples of common blockers and tie them directly to mindfulness solutions.
We’re not philosophical or technical.