Describe the creative idea

Life throws challenges at us every day. These can be little things that make us feel frustrated or big things, that leave us feeling unsure of what to do. Trish Hansen, Founder of Urban Mind Studio, had the realization that we may not know ‘what to do’, but we can choose ‘how to be’. We were briefed to create and launch the app for Being. An app that helps you create a Design Code to tackle anything life throws at you.

Describe the execution

We created the Being mindfulness app using the existing proprietary information and carefully crafting the user experience. With a clean, minimalist design, black, white and grey colour palette, the app is deliberately simple, and includes a stripped back UI which allows people to concentrate on their situation. We built in intuitive gestures like swiping, to reduce buttons and prevent people feeling overwhelmed by choices. Micro animations added a level of sophistication. We also added features that allowed people to save their design codes and create different codes for different situations. Best of all, the app is free to everyone. Launching the app was rolled out by combining a multi-channel social strategy and small scale PR campaign which together garnered groundswell across social and earned media.