Ragged Edge recently designed brand strategy, name and identity for innovative cognitive performance brand 'Heights.' The D2C subscription service pairs a monthly supplement delivery with regular brain-training advice, blending nutrition, knowledge and exercise to enable people to realize enhanced cognitive function.
Following an in-depth analysis of the market, the audience and overarching cultural trends, Ragged Edge defined and created a new brand to get people thinking brain-first. "The human brain remains 'plastic' even in adult life," commented Max Ottignon, Co-founder, Ragged Edge. "While quick fixes don't work, with the right knowledge and nutrients, anyone can stretch their brain's capacity for greatness. So we set out to inspire our audience with a brand that pushes you to stretch your brain, and yourself."
The name sets the tone, inviting the audience to go beyond what they thought possible, while the tone of voice aims to challenge the reader to reconsider their preconceptions. Playful headlines and the occasional brainteaser ensure that things never get preachy, or overly worthy.
The centerpiece of the visual identity is a 'stretchable' logotype that can expand into a flexible pattern - a simple, scalable system, designed to be as adaptable as our brains.
Beyond the logo, the visual system is calm and premium, in direct contrast with the rest of the category's high-energy quick fixes. The color palette borrows credibility from the healthcare category with blue and green hues, but the tonal variations are designed to evoke a lifestyle feel. And imagery, created in collaboration with photographer Kuba Wieczorek, combines a refined, high-end aesthetic with compositions that play on the idea of taking your brain to new heights.
With the strategy and identity complete, Ragged Edge helped Heights deliver the brand, working with a range of partners to ensure the experience was coherent at every stage of the journey.
Images: Courtesy of Ragged Edge