Mindcotine is a California-based tech start-up that blends cognitive-behavioral therapy, mindfulness techniques, and virtual reality to promote smoking cessation for everyday people. The brand has achieved business success by partnering with corporate businesses to include their software-based approach as a part of the benefits package offered to their partner's employees.
Develop branding systems that provide a clear understanding of Mindcotine's product offering and position them for an eventual rebrand.
Mindcotine's brand messaging speaks exclusively to the smoking cessation benefit it offers for its corporate partners.
Traditionally, workplace benefits have been viewed as a necessary headache- employees value access to them but typically overlook their details due to the jargon filled explanations.
My team and I wanted to target millennial employees, as they are the majority of the workforce. Without their clear understanding of Mindcotine's service, it runs the risk of becoming another overlooked benefit
Build consumer demand from the ground up.
Educate and convince employees (on the ground)
Who will put pressure on employers at the top
Unlike previous generations, millenials are more likely to vocalize their benefit preferences. They also expect their benefits to be clear and straightforward. Speaking to them as the core users of the product will spark the interest needed to make Mindcotine a benefit staple.
Meet the Team
Gaby Olivera-Experience Designer
Kara Kumer-Art Director
Chris Cole-Art Director