Several important research institutes such as The Mental Health Foundation or The American Institute Of Stress point out that high levels of stress constitute one of the main causes of both working sicknesses (read: stress, anxiety or depression) and job turnover, ranging from the 40% to the 60% of the cases. The mobile application Evermind has born from the empirical evidence found in these studies, willing to bring companies an effective solution to better deal with their team’s health and also help them to handle stress to achieve a happier and more satisfying working life. Through a holistic approach, Evermind uses scientific-based techniques like Cognitive Behavioural Therapy, Mindfulness, or Meditation.
The Evermind team commissioned us to conceive the whole app’s graphic image, as it is a clear key point in the new brand’s corporate identity. We developed Evermind’s all branding-related content: from explanatory videos and different static assets which define activities or concepts within the app to content loops, the logo reveal, and more.
What is stress?
Considering the complexity of the app’s conceptual approach, we imagined an abstract world in which synthesized forms such as rounded shapes, linear patterns, and all-sized volumes conveyed the main message in a very universal, broad, and significant way. Also, we foresaw that the two stories would need to have a protagonist in order to engage the user’s empathy, and hence it appeared the white ball.
Performing as an individual, the white ball travels around this symbolic universe in which obstacles progressively start to appear: we call them “stressors”. Identified by a singular curve-lined texture, the “stressors” represent the real factors that provoke feelings of stress in working atmospheres: tight deadlines, excessive self-demand, traffic jams… All these “stressors” break into our main character throughout the way, and we metaphorically see how they badly affect on the white ball’s psychological and physical health.
Using Evermind’s corporative colours and a 9:16 typical mobile format, we gave to our full 3D animation a slight 2D touch through flat lightning on the volumed objects. We combined realistic elements like physical dynamics and hard shadows with a playful graphic style to bring the story a friendly and warm personality. To reach coherence and unity into the app’s abstract universe, we proposed a distinct illustration carrying a high presence of rounded angles, very organic shaping, and a great sort of symbolic constructions related to individual balance and personal wellbeing such as scales or hanging mobiles.
Having in mind that Evermind is a stress-handling app, we tried to convey in both stories a relaxed mood while depicting the white ball’s journey and its trouble with the “stressors”. Therefore we controlled and reduced the moving speed, and also picked up a different sort of animation for each symbolic element. Then, we applied to the anguishing stressors an animation closer to stop-motion, whereas the one in the white ball is changeable: it fluctuates depending on which moment of the path it is on, always seeking light and calm for its soul.