Branding and UI/UX design for a puzzle app designed to promote relaxation and sleep, and discourage addictive behaviour.

The branding pulls on 'night light' colors to promote sleepiness, and uses the concentric lines of drifting sand or a zen garden to create a meditative, almost trance-like tone.

The app design uses a number of tricks to promote healthy use, such as a timer that automatically dims the app, and 'endless' interfaces for puzzle selection and point scoring that give the user a sense of accomplishment without producing a negative sense of incompetion.

The app was promoted with two social media video adds that built on the trance-like tone. The ads both played with dream-like visuals, as though the user is falling asleep while using the app. These light-hearted visuals were designed to grab attention and playfully communicate the ethos of the Mind Less app.