Wellness has become surprisingly uniform. White space, muted palettes, rounded typography and gentle promises have become the category default. We wanted Keen to feel just as calm and approachable, but in a way that was richer, warmer and unmistakably its own.
Broadening Keen's appeal was never about watering down what made it special. Instead, we built a brand world rooted in ancient wisdom, folk art and timeless symbols, then reinterpreted those influences through a contemporary digital experience. It feels familiar without being generic, spiritual without being intimidating, and modern without losing the authenticity that sits at the heart of Keen.
Wellness has become surprisingly uniform. White space, muted palettes, rounded typography and gentle promises have become the category default. We wanted Keen to feel just as calm and approachable, but in a way that was richer, warmer and unmistakably its own.
Broadening Keen's appeal was never about watering down what made it special. Instead, we built a brand world rooted in ancient wisdom, folk art and timeless symbols, then reinterpreted those influences through a contemporary digital experience. It feels familiar without being generic, spiritual without being intimidating, and modern without losing the authenticity that sits at the heart of Keen.
Scribd is a tool used by millions daily, yet its incredible drive for knowledge sharing and discovery has often been overshadowed by a functional branding approach.
Mother Design has rebranded Keen, an online marketplace for spiritual advisors, to position psychic guidance as human support and perspective rather than future prediction. Rejecting standard minimalist wellness aesthetics, the identity uses María Jesús Contreras's folk-art-inspired illustrations, early-pigment-inspired colours, expressive typography and human photography across Keen's website, app and social channels.
Mother Design has rebranded Keen, an online marketplace for spiritual advisors, to position psychic guidance as a source of human perspective and support rather than simply future prediction. Rejecting conventional minimalist wellness aesthetics, the identity uses a rich folk-art-inspired illustrated world by María Jesús Contreras, early-pigment-inspired colours, expressive typography and people-focused photography across Keen's digital channels.
Mother Design has created a global rebrand for Scribd, positioning it as a human-centered alternative to AI-driven content. The new identity, titled 'The Source: Life is an Essay, and we are its Bibliography,' draws inspiration from physical archives and libraries to emphasize depth, understanding, and curiosity. The refreshed brand includes a custom typeface, warm color palette, and confident wordmark framed in brackets.