In 2024, Headspace launched mental health coaching — our first 1:1 care product and a major step beyond meditation into digital mental healthcare. I led copy, crafted messaging guidelines, and helped execute a full-funnel campaign grounded in a visual messaging system that makes members feel: Headspace coaches get me.

Scope of work: Campaign concept and development, script writing and storyboarding, messaging guidelines, brand positioning, visual direction, web and content strategy, paid media strategy.