A mindful change.

Branding, website, playbook

Oxford Mindfulness is a world leader in mindfulness research and training, but their branding and digital presence didn’t reflect their pioneering work. With a diverse audience – from researchers and educators to individuals exploring mindfulness for personal growth – the challenge was clear: craft a brand that’s cohesive, accessible and engaging for everyone.

Mindfulness in motion

The new brand balances trust and warmth, with a refined logo and a fresh colour palette that feels both energising and calm. The tone is expert but friendly – clear, down-to-earth, and free from jargon. Hand-drawn elements and soft typography bring a human touch, helping the brand feel dynamic, approachable and grounded in mindfulness.

Fluent in feeling

Our playbook helps the Oxford Mindfulness team bring the brand to life, day to day. It covers the essentials – like tone of voice, typography, colour, illustration and photography – with simple guidance that makes it easy to stay consistent without feeling constrained. Whether someone’s designing a presentation, writing course content, or sharing something online, the brand always feels fluent and thoughtful.

Connected in detail

From printed materials to social posts to the Oxford Mindfulness app, the brand holds together in a way that feels natural and intuitive. Subtle patterns nod to a scientific grounding, while motion lines, inspired by the logo, add a gentle sense of energy and flow. Every element works together to keep the brand feeling connected, considered and rooted in purpose.

Welcoming by nature

We designed the new Oxford Mindfulness site to be clear, calm, and welcoming. It’s easy to navigate, whether you’re a researcher, a course participant, or just curious about mindfulness. The layout is simple, the language is friendly, and everything’s built with accessibility in mind. Behind the scenes, it’s flexible and easy for the team to update – and on the surface, it feels open, spacious and reassuring.