Brand:
Headspace
Mission:
Focus:
Mindfulness for educators and teens
To provide every person access to lifelong mental health support.
Solving for:
Resulting in:
Expanded reach for people who needed it most
Headspace emerged as more than a meditation app—it became a trusted platform advancing mental health access and equity at scale. The education initiative redefined how schools could engage with wellness, while internal teams gained the frameworks and leadership capacity to embed inclusion into every layer of the organization. The brand’s content became more representative, its partnerships more strategic, and its culture more aligned with its mission. In every sense, Headspace grew into a model for what happens when mindfulness meets meaningful action.
From mindfulness app to platform for education and equity
Cross-functional impact innovation
How does a wellness brand scale its mission beyond self-care and into systemic impact?
Headspace had built a beloved digital platform for mindfulness and well-being, but its next evolution required deeper reach—into classrooms, communities, and the very systems that shape our collective mental health. While its content was rooted in compassion, the brand’s infrastructure wasn’t yet designed to meet the needs of the educators, students, and underrepresented groups most impacted by chronic stress and mental health inequities. We were brought in to help Headspace operationalize its values—expanding its mission and ensuring it could show up meaningfully for everyone, not just individual users.
Working with:
Working closely with the C-suite, Design, Legal, Marketing, and Engineering teams to launch the programs. By leveraging an existing B2B tool, we enabled seamless sign-ups for educators and partnered with teen mental health nonprofits to effectively reach teens.
This included marketing strategy, backend operations, and ensuring the program's effective reach and engagement among its target demographic.
We delivered:
Mindfulness for educators and teens
We launched Headspace for Education, a national initiative that brought mindfulness into public classrooms and reached over 300,000 K–12 educators in its first year. Through key partnerships—including Google for Education, Teach for America, CASEL, and the California Department of Education—we ensured this effort was scalable, trusted, and rooted in the real-world needs of teachers and students. Internally, we built Headspace’s first Diversity, Equity, and Inclusion strategy in partnership with executive sponsors, leading to the creation of two new director-level roles focused on equity in product and content. This was not performative work—it was systems-level design for long-term impact.
