Shimmer - Celebrating and Representing Neurodiverse Minds

🗒️ Overview: Drawing from my personal ADHD journey and experiences with Shimmer, I led a comprehensive rebranding initiative to authentically connect with our neurodiverse audience. By closely collaborating with co-founders and integrating valuable user insights, I developed a design approach that genuinely celebrates neurodiversity. The new brand identity features a thoughtfully crafted colorful palette, enhanced legibility, and intuitive interface elements specifically designed to resonate with and support our users' unique cognitive styles.

🏆 Impact: Landed #2 on Product Hunt, created an authentic brand identity celebrating neurodiversity, improved user experience through enhanced legibility and accessibility, strengthened connection with neurodiverse audience.

Role

Brand Strategist

Timeline

1 month (Sep - Oct'23)

Team (besides myself)

CEO, CTO

Problem

Goals

Solution

Results

Problem & Insights

Shimmer's prior aesthetic was more so focused on people with anxiety/depression, which wasn't repres

Prior to Shimmer's pivot to serving ADHD audiences, their muted colors were catered to audiences with anxiety and depression. ADHD audiences are vibrant and unique; we aimed to reflect that.

Colors are muted

Lots of colors at once

Better suited for people with anxiety and depression (prev. target audience)

Fun, but can be distracting for people with ADHD

Goals

Balancing rofessionalism with engaging authenticity

The primary objective was to reimagine Shimmer: melding its necessity for professionalism and trustworthiness with a spirited, user-resonant branding. Given the precarious positioning of ADHD-focused platforms in the healthcare arena, it was vital to balance clinical reliability with an authentic, engaging visual presence that speaks to its vibrant user demographic.

Solution

Shimmer rebranded as a trustworthy, yet unique and approachable ADHD coaching app

A comprehensive rebrand was executed, infusing a vibrant, yet meticulously tested color palette, and strategically embedding brand principles into each design facet to ensure Shimmer’s aesthetic was not only an accurate reflection of its audience but also navigable and visually accessible. Striking a balance between approachability and professionalism, the redesign aimed to be both an ally and a guide to its users, while still upholding a degree of authority and reliability in the broader healthcare context.

View website

Shifting to more legible, quirky, yet professional typefaces

Typography

Before

Less focused on legibility for ADHD audiences

After

Bolder and easier to read for ADHD audiences

Shifting to more inviting and approachable feel

Colors

Before

Earthy and neutral tones

After

Soft, playful pastels that are grounded by pops of warmth and boldness

Creating a more approachable and inviting landing page

Homepage

Before

A muted, less vibrant homepage — previously better suited for audiences with anxiety and depression (past target audience)

After

Colorful, vibrant, and unique — suitable for Shimmer's pivot to serving ADHD audiences

Before

After

Result

ADHD users mentioned that the new rebrand is inviting and professional without feeling too clinical

The rebranding not only received an overwhelmingly positive response from users for its authentic, accessible, and friendly aesthetic but also significantly enhanced Shimmer’s brand positioning, playing a pivotal role in its seed funding phase. This new, balanced visual identity helps pave the way for Shimmer to be recognized as a credible, yet user-centric entity in the ADHD and healthcare space.