Mother Design Rebrands Psychic Platform Keen with Folk-Art Identity by María Jesús Contreras
Keen, an online platform for spiritual advisors, has undergone a rebranding by Mother Design to enhance the appeal of psychic services. Research has shown a cultural shift towards AI and coaching for everyday advice, leading to an emphasis on "human guidance" for better clarity. Jo Tulej, the creative director, explained that the design seeks a tranquil yet enriched look, stepping away from conventional wellness aesthetics. The rebranding features illustrations by María Jesús Contreras that incorporate folk art and spiritual motifs. The identity employs circular shapes, a color palette inspired by early pigments, and dynamic typography. Real users are showcased in photography, and the verbal identity exudes warmth. Ariana Hellebuyck from Ingenio highlighted the evolving views on psychic guidance while respecting Keen's legacy. The revamped brand will be introduced across Keen's platforms.
Key facts
- Mother Design, part of the Mother family, rebranded Keen, an online marketplace for spiritual advisors.
- The brief was to broaden the appeal of psychic services and establish Keen as part of a normal routine.
- Research identified a cultural shift toward AI and coaching platforms for daily guidance, but users seek perspective and support.
- The strategic positioning shifted from predicting the future to helping people gain clarity, emphasizing human guidance.
- Illustrator María Jesús Contreras created a folk-art-inspired world mixing cityscapes, countryside, spiritual symbolism, and everyday life.
- The design uses circular forms, shifting viewpoints, a palette inspired by early pigments, and typography pairing an expressive serif with a humanist sans serif.
- Photography spotlights real people behind the platform, and the verbal identity is warm and reassuring.
- The new brand is rolling out across Keen's website, app, and social channels.
Entities
Artists
- María Jesús Contreras
- Jo Tulej
- Ariana Hellebuyck
Institutions
- Mother Design
- Mother
- Keen
- Ingenio
Locations
- Glastonbury
- Wales
- Tibet