Generation Moshi

Learning the fundamentals of mindfulness early in life supports cognitive, academic and social-emotional development. Recent studies suggest there is an increasing amount of children presenting with mental health struggles; from anxiety disorders to attention deficit/hyperactivity disorders and more, affecting one in six children. Moshi’s mission is to improve the health and happiness of the next generation. Through guided meditations, mesmerising stories, and soothing sounds, Moshi aims to make mindfulness magical to young minds.

We were brought on board to capture the shift to all-encompassing mindfulness and the transformative effect it can have on childhood mental health. The challenge was to evolve Moshi’s pre-existing identity, brand collateral and website, and capture the magic of the mind.

The brand colour palette has been developed to include brighter hues that work harmoniously together and have accessibility in mind.

In addition, Calibri has been replaced as the main brand font. In its place is Chromatica by Polytype foundry, a versatile sans serif with a warm and personable tone.

Capturing the magic

Moshi had previously relied on stock imagery that lacked authenticity and undermined their mission. So it was important that the real-world impact mindfulness has on the next generation was placed front and centre. Working closely with the in-house team, we developed a tone for the photography that showcases Moshi not only being used, but being thoroughly enjoyed.

The new photography style is positively vibrant and energetic, using colours from the new brand palette. Images are intended to hero the children and allow them to shine. Additional hand-drawn annotations add a sense of personal expression, as unique as every child.

A new digital home

The previous site was limited visually and functionally. Whilst the app had skyrocketed to success, the website had been left behind. It had become difficult for the team at Moshi to make even simple updates. 

We were tasked with designing a digital home for Moshi that elevated the brand and helped to drive subscriptions to the app. The site had to echo the playful, magical sentiment of the app whilst simultaneously appealing to the decision maker – the subscribing adult. 

Along with introducing the new brand styles, we added playful interactions and motion to dial up the Moshi personality. The result is a site that echoes the spirited nature of the app, and champions the child.