How two mental wellness apps turned into scroll-stoppers.
Mellowflow and TodayIsTheDay were competing in a wellness market flooded with generic calming visuals. We rebuilt their creative around psychology, not aesthetics.
Generic calming visuals, invisible in a crowded market.
Mellowflow and TodayIsTheDay were both fighting for attention in wellness — a category where every ad looks the same: soft gradients, pastel breathing circles, stock-photo calm. That aesthetic doesn't stop a scroll. It blends into it.
Lead with the feeling of being understood — before the product.
Rather than opening on features, we opened on recognition — shame language, ADHD identity hooks, the specific internal monologue of someone who's been struggling quietly. The product only showed up once the viewer felt seen. That ordering did the work the visuals couldn't.
Four visual styles per brand, backed by CBT-informed messaging.
- Nordic cartoon — warm, illustrated, non-clinical
- Grainy black & white silhouette — intimate, cinematic
- Telenovela b-roll — dramatized, emotionally heightened
- UGC woman-with-phone — native, in-feed authenticity
Messaging was grounded in CBT-backed language across the full funnel, from cold hooks to retargeting, so every touchpoint reinforced the same emotional throughline.
Two brands, one creative system that scales identity, not aesthetics.
Both apps moved from interchangeable wellness ads to a recognizable creative identity built on real psychological insight — covering the full funnel from cold to retention.
Results
By the numbers
The work
Mental wellness apps in motion
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