Ovr Mattr Brand & Editorial

Ovr Mattr is a small team of like-minded individuals (based in Los Angeles, California) who see themselves as purveyors of positivity. They’re focused on helping people incorporate mindfulness into their daily lives. In fact, they’ve made it their mission to make mindfulness accessible and sustainable.

My goal was to create a comprehensive brand identity and brand experience (and an entire Ovr Mattr world, essentially) that fosters their audience’s sense of safety and belonging with a nostalgic look and feel (but one that’s also a little bold). I needed to build an identity that was intentional, fun and accessible to young professionals willing to learn and invest in tangible mindfulness (a term coined by me during the creative direction phase). 

The target audience for the brand is millennials that have been a little bit fucked over by life and need help regaining ownership and a sense of empowerment over their own mental health journeys. They want to invest in easy, accessible mindfulness techniques and products to increase the happiness and positive energy in their everyday lives. They are drawn to the bold unapologeticness of the brand because it makes them feel safe while also experiencing a sense of fun and whimsy.

The core project focus (apart from the brand identity) was the design and development of the Daily Mindful Method Journal, which was intended to facilitate a daily mindfulness practice. This was the ‘tangible’ part of the mindfulness. Along with this came the journal packaging, all the accompanying collateral items, social media content and designs, an illustration library, their website (including copywriting), and various other design items (like gift guides, greeting cards for various holidays, and some light motion graphics).

This was one of the most comprehensive and creative brand projects I’ve ever done, with the full engagement spanning the better part of a year (Jan 2022 - Jan 2023).

The typography consists of Futura (but redrawn by hand for a more organic and bespoke effect) and a fully custom font designed specifically for OvrMattr called Mindfulness.

“One of the main goals of the journal is to help you develop the keystone habit of journaling. We hope, through this experience, you'll be able to focus your mind on the present moment, find gratitude within yourself, and embrace the power of positive thinking. This journal is intended to be a space that inspires you, supports you, and — frankly — makes you happy when you look at it.”

I designed all the inner pages (illustrated chapter pages and the fillable pages for everyday mindfulness). I also got the full journal ready to be printed by BookBlock in London.