In their own words
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.
Articles & interviews3
- Mother Design rebrands Keen with folk-art challenge to wellness minimalism
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 rebrands Keen with folk-art style to challenge wellness minimalism
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 Rebrands Scribd as AI Antidote