The Meditation Initiative
The Gritty: Jeff Zlotnik of the Meditation Initiative has one goal: to help everyone relax. To just take a few minutes, maybe 20, and turn off for the sake of regaining centeredness, clarity, and focus... something so very scarce in this information-overload age. So when he said he needed a identity campaign, I was more than happy to lend a hand.
Starting with their branding, I took all of the ideas they had floating around and focused it all together to a logo and color palette that tried to capture the calm freshness that they aimed to promote. From that point it was very easy to work with The Meditation Initiaitve to look at what they had—text and pictures—and begin to create an informational scheme of what he was doing and how to tell it to the world.
With “getting the word out there” as the sites main focus, the intent was not only to get groups and organizations to sign-up for meditations, but also to reach out for donations, support, and volunteers. Toward that goal we made sure that all the marketing materials and resource documents were easily accessible to make it a complete online press-kit. A very successful and rewarding project, I can say that for sure.