Paul Wilkinson Creative Director


FreeMind is a mediation app which combines mediation exercises together with specially composed music.

The collection of powerful meditations, combined with motivational psychology, and beautiful cinematic music, blends traditional mindfulness tools with more advanced modern techniques.

The meditations are centred around the understanding and enhancement of three key pillars of happiness – Peace, Power and Purpose. Each pillar contains 10 key characteristics that underpin the meditative journey.

The fundamental philosophy behind FreeMind is that all success and happiness is built upon these three pillars, and this idea visualised as the 'FreeMind Triangle', forms the basis of the branding.

The FreeMind 'wings' which represent the sense of freedom and enlightenment that users can feel, form the icon part of the logo, and the design is derived from an equilateral triangle. The triangle theme has been used through out the branding, and to reinforce the core '3 pillar' thinking, Separate colours (orange, purple and green) where selected to represent the 3 pillars for signposting throughout the designs.

A 60 second explainer film was made to support the brand proposition.
This video needed to be able to have various uses, including an explainer within the app itself, an explainer to be used on a website and in presentations, and work on social media platforms as well, such as Facebook and Instagram. So the animation needed to work as effectively in a square and portrait format, as it would in a letterbox version.

UI design focused on the clear visual separation of the 3 pillars by using different colour ways to help the user navigate around the 250+ pieces of audio content. The triangle shape was worked into various aspects of the interface design to reinforce the concept.

Date created: March 2020 2020-03-01T00:00:00+0000
Date published: 19 April 2021 2021-04-19T09:49:01+0100


  • FreemindClient

Who pooled - FreeMind Brand Identity and app design