Mother Design gives psychic platform Keen a folk-art rebrand that takes on minimalist wellness

When I saw the name Keen land in my inbox on Wednesday night, I immediately thought of the dorky-turned-cool footwear brand I love so much. Alas, it wasn't. Instead of walking shoes and unconventional sandals, this Keen is known as a leading online marketplace that connects people with spiritual advisors. Good lord. There must be a lot of money in psychic services because they've just had a rebrand courtesy of Mother Design, part of the Mother family.

The brief was, quite simply, to help broaden the appeal of psychic services, presumably to cynics like me, and establish Keen as part of a normal routine. Hey, I'm open-minded. If it tells you what might be coming next year and makes you happy, I don't see the problem. My mother's side is said to have "the gift", and my Nana used to tell me some crazy stories. A good friend of mine, a Buddhist monk for many years who lived in Tibet, now lives in a 16th-century home near Wales and has told me stories of soldiers marching through his living room. I'm not entirely convinced of spirits or an afterlife, but I also know I don't know everything. Besides, with a brand this good-looking, I might just start believing. Though it turns out... crystal balls and messages from beyond aren't really what Keen is selling.

Given the unusual subject, Mother Design did some research beyond the usual category and spotted a cultural shift: people are increasingly turning to things like AI and coaching platforms for daily guidance, but what they're really seeking is perspective and support that helps them become unstuck.

This informed the brand's strategic positioning, shifting psychic services from predicting the future to helping people gain clarity in their lives. Keen's network of spiritual advisors can help in ways AI and algorithms never can, so Mother Design leaned into this "human guidance" angle. They wanted to reposition Keen as a wellbeing brand but avoid the usual minimalist design that features too prominently in the category, supposedly to evoke calm. "Wellness has become surprisingly uniform," says Jo Tulej, creative director at Mother Design. "White space, muted palettes, rounded typography and gentle promises have become the category default. We wanted Keen to feel just as calm and approachable, but in a way that was richer, warmer and unmistakably its own."

So Mother Design went in the opposite direction from the usual chill vibes. The result? All-out hippy, psychedelic glory. I'm sorry, but I'm getting flashbacks of misspent youth here, rolling around Glastonbury's stone circle in a fuzzy mess. I like what I see. Nothing about this work is pared back. It's an identity that feels full of life and, well, very human.

Indeed, it's heartening to learn they worked with illustrator María Jesús Contreras to create an illustrated world that "captures the richness of life in all its wonder and familiarity". It draws on folk art mixed with cityscapes and countryside, spiritual symbolism, and everyday goings-on. It's like those days many years ago when you did something you shouldn't have and let loose with some paper and coloured pens. Together, it dreams up something lively for Keen. And instead of a collection of assets, it functions as a living thing, with scenes and symbols rolled out across Keen's website and communications.

Of course, there's always a risk of overwhelm. So Mother Design kept it easy on the eye with a few central themes. Circular forms and shifting viewpoints, for example, contrast nicely with the detailed backdrops by María Jesús Contreras.

The colour palette, apparently inspired by some of the earliest pigments used in human art, brings together grounding tones with warm neutrals and "optimistic accents". Typography pairs an expressive serif with a humanist sans serif – the idea being that it balances "ancient wisdom with contemporary accessibility".

Accompanying photography spotlights the real people behind the platform, adding that human touch. The verbal identity follows the same principle, with a warm, reassuring tone of voice. Online, Mother Design says it wanted to offer a "maximalist gasp in a world of minimalist wellness design". It's truly an identity you can't stop looking at.

"Our ambition wasn't simply to modernise Keen; it was to change how people think about psychic guidance," says Ariana Hellebuyck at Ingenio. "We wanted a brand that felt relevant to the way people approach wellbeing today while staying true to the spiritual expertise that has always set Keen apart. Mother Design struck that balance perfectly, creating an identity that feels more accessible and trustworthy without losing the authenticity of who we are."

Jo Tulej adds: "Broadening Keen's appeal was never about watering down what made it special. Instead, we built a brand world rooted in ancient wisdom, folk art and timeless symbols, then reinterpreted those influences through a contemporary digital experience. It feels familiar without being generic, spiritual without being intimidating, and modern without losing the authenticity that sits at the heart of Keen."

The new brand is now rolling out across Keen's website, app, and social channels. Which leaves me to say, whatever comes next for me, I hope it involves very good health and fortune. And possibly some tickets to Glastonbury, please.