Project Overview

Insight Body and Mind is a wellness space combining psychology and mindful movement to inspire positive change. By redefining the existing Insight psychology brand, we’ve created an elevated customer and brand experience designed to nurture the body and mind as one.

Project Commissioner

Insight Body and Mind

Project Creator

Biasol Studio

Project Brief

Melbourne-based Insight Psychology had a vision to evolve its practice into a more integrative experience, combining psychology and mindful movement to inspire and empower positive change. We designed the branding and interiors for the newly named Insight Body and Mind to reflect this evolution and holistic approach to health and wellbeing. The client required an overarching brand identity and spatial experience to encompass both body and mind, with a clear distinction between the psychology practice and wellness studio, whilst communicating the innovative union of both practices. The redefinition of the existing business needed to appeal to both new and existing clientele.

Project Innovation/Need

Insight offers clients a sensory and transcendental brand and spatial experience, from the consulting rooms on the ground floor, to the movement studios on the first and second floors. The branding and interiors were designed in unison to produce a strong identity for Insight and differentiation of its unique offerings, through a design language evoking flow, energy and life.

The branding adds a human-focused touch throughout the interior, with the ‘g’ in the logotype representing the human body, used as the core element for all branding and signage. It defined the supporting typography and icon set, with minimalist circular forms creating a clean and modern brand identity that is continued through all business and marketing collateral (stationery, website, social media, merchandising, equipment, plus more). Neon signage and decals reinforce the brand with memorable, inspiring messages throughout the interior. Branded merchandise, including drink bottles, workout equipment and apparel, extends the brand awareness and sense of community outside the studio.

Design Challenge

Striking the balance between the two sides of the business under the overarching Insight Body and Mind brand experience was imperative. The colour palette comprises two distinct yet integrated colour schemes to represent psychology and movement, respectively. Deep teal tones are professional and earthy to represent the psychology practice, while peach tones infuse the movement studios on the upper floors with a sense of warmth, humanness and serenity. A gradient texture combining both tones merges the two practices, uniting body and mind, and symbolising movement and transition.

Effectiveness

Insight provides a community space which empowers transformation through the benefits of nurturing both our mental and physical health by pairing psychology with movement; a distinct point of difference from other studios in the wellness space. Inspiring messaging throughout the neon signage and decals are shared on social media, growing and inspiring the community both in person and online. Capturing the evolution of the practice, the concept and spatial experience inspires and empowers positive change, providing a new path forward – and the next chapter – for Insight and its clients.