The Problem I Intended To Solve:
Over half of the people on this planet are using social media as we speak. Social media is a great way to connect, advertise, and spread ideas, but social media has downsides as well. It trains us to constantly compare our own lives to others, and this is a very negative way of thinking. For a lot of people social media has negative impacts on their mental health, that many may not even realize. These include: heightening of anxiety and depression, the fear of missing out, isolation, feelings of inadequacy in life, etc. A lot of people are addicted to social media, and deleting social media isn't a realistic option. So, how can this issue be solved, or at least approached?
Mindful Scrolling:
Mindful Scrolling is a digital service to aid people in achieving mindfulness while they're utilizing social media. This service is in the form of a digital app, that uses mechanisms to track tendencies you may be having while using social media. The tracking mechanisms require some form of smart watch, or Mindful Scrolling's very own Mindful Watch, specifically designed to track: heart rate, mood, blood pressure, and time spent on particular content. Once there are any indications of stress, drastic mood changes, anxiety, or any negative thoughts or emotions the user will be notified directly, and asked if they would like to proceed to the app. If the user decides to proceed to the app, Mindful Scrolling offers several tools so that the user can break down their thought processes, and guide them towards social tranquility.
Ultimate Goal:
Many already know that social media has a lot of negative affects on people’s mental health, but most people are addicted to social media, and feel that they won’t be connected to the world without it. The goal of this app is not to urge people to delete all their social media accounts, but to help people become more aware when negative thoughts are swirling around in their head, and to rather than ignore them, break them down, and ultimately make social media experiences more enjoyable, and less detrimental to your mental health.
Early Process
My Early process in coming up with Mindful Scrolling and the brand involved brainstorming, creating a lean business model, style-scape, mood board, and multiple name development exercises.
Style-Scape
The Key words in this brand consist of:
Awareness
Clarity
Mindfulness
Social Tranquility.
A lot of the visualization included in the style-scape is more relevant in
the Mindful Scrolling mobile app. This includes the social media wheel,
iconography, color palette, photographs, and so on.
the Mindful Scrolling mobile app. This includes the social media wheel,
iconography, color palette, photographs, and so on.
Target Audience
The majority of people who are using social media are in the Generation Z and Millennial generations. With that said, the more often someone uses social media, the more susceptible they are to becoming a victim of the negative impacts social media has on mental health. Overall, Mindful Scrolling's target audience is a range from high school ages to college ages.
Mindful Scrolling Logo
The Mindful Scrolling logo was inspired by the symbol commonly used on social media called the Hashtag. This was made in an organic, fluid way to project a calming, free flowing presence that mindfulness suggests. As well as correlating to the idea that this service is built for people to make their own decisions; stress free. The thin Mindful Scrolling typography utilized in the logo is there to emphasize the reoccurring theme of mindfulness, and simplicity. The typesettings of this logo is made custom with the font utilized. (Avenir Next, Ultra Light)
There were several alternate logo sketches I created in the process in coming up with my final Logo for Mindful Scrolling. I started my process by first sketching out imagery that projected a sense of mindfulness, and/or social media. I also started making simple, organic line drawings to correlate to the free flowing, mindfulness aesthetic.
Mindful Scrolling Mobile App
The main purpose for Mindful Scrolling being a mobile application is because social media lives in a digital environment, and because the target audience is young adults, who are already accustomed to using social media mobile networks, makes it appropriate to have Mindful Scrolling exist as a a mobile application as well.
PSD Iphone Mockup by: Anthony Boyd Graphics
Mindful Scrolling Motion Graphic
The most important rule of thumb in getting others to be interested in your product is to tell them what the problem is your product will fix. In my motion graphic that’s exactly what I did. The purpose of the motion isn’t to show what my product is, but rather what it solves. I emphasized on how social media is detrimental on everyones mental health, and tried to create a sense of emotion that could connect to the large population of people who use social networking apps. It is not until I induce an emotional connection from my audience where I then introduce the product itself.
Mindful Scrolling Motion Graphic Story board.
Mindful Scrolling Identity Manual
The purpose of the Mindful Scrolling Identity Manual is to break down the brand
of Mindful Scrolling is to ensure a consistent company image, and to display how brand was meant to be perceived. The pages include: Logo information, and usage guides, specific brand color systems, appropriate use of typography, examples of brand deliverables, etc.
of Mindful Scrolling is to ensure a consistent company image, and to display how brand was meant to be perceived. The pages include: Logo information, and usage guides, specific brand color systems, appropriate use of typography, examples of brand deliverables, etc.
The personality of the Mindful Scrolling brand is meant to be free-flowing,
easy going, calming, and positive. The goal is to provide guidance for people who
are being negatively effected by utilizing social media, but at the same time
provoke feelings of tranquility. This is achieved by creating a brand that includes
simple free-flowing imagery, and soft toned colors that create a positive, uplifting,
digital environment.
easy going, calming, and positive. The goal is to provide guidance for people who
are being negatively effected by utilizing social media, but at the same time
provoke feelings of tranquility. This is achieved by creating a brand that includes
simple free-flowing imagery, and soft toned colors that create a positive, uplifting,
digital environment.
Logo Usage:
The text, or logo should never be manipulated
in any way, shape or form, besides scale.
in any way, shape or form, besides scale.
NO warping/stretching of the logo.
NO rearranging the layout of the logo.
NO changing the font or font size.
NO changing the colors of the logo.
Mindful Scrolling Branding Color Palette
The soft yellows, and blues in this color palette were meant to project feelings of tranquility, relaxation, and positivity. Whereas the stormy gray color is used for the majority of the typography to contrast against the soft yellows and blue's for visual clarity.
Brand Deliverables
Mindful Watch
Although the Mindful Scrolling app is compatible with most smart phones, the Mindful Watch is designed specifically for this service. The screen is shaped as a hashtag to fit the brand image, as well as to separate each feature into each rectangle that make up the hashtag shape. Each tracking mechanism is designated to a certain rectangle in the hashtag shaped screen.
The packaging for the Mindful watch includes a charger, watch screen, watch band, and instruction manual that displays a diagram explaining how the watch activates, and how to utilize each tracking mechanism.
The Mindful Scrolling key chains will be free with every purchase of the Mindful Watch. Buyers may choose between the two sizes and design variations.
Mindful Scrolling Instagram Advertisement
The theme of the app having so much to do with social media, along with the target audience of the product being young adults, makes it beneficial to promote on social media platforms. Instagram is just one example. Social media ads can also be executed on Twitter, Facebook, Tiktok, Snapchat, Pinterest, YouTube, and so on.
