We’ve seen people embrace wearable technology from fitness gadgets to medical devices, however, the mind is an unexplored area to track, enhance, and understand. Thync set out to conquer this frontier and pioneer a new category of ‘mindware’, wearable technology for the brain. They enlisted Character to help introduce this product to the world.
Thync is worn on the temple and controlled via smartphone. After selecting a ‘vibe’ from the app, the device sends small electric waveforms to activate specific neural pathways that make you feel more “calm” or “energized” allowing you to literally call up energy on demand.
“We wanted to position Thync as a way to shift your state of mind without the need for invasive chemicals or behavioral changes.”
Diva Dimartini / Associate Director Strategy
The challenge for Thync was complex. Character needed to establish a new brand, introduce a new product, and define a new category. We began by defining our competitive landscape and the space we wanted to own. Rather than focusing on other wearables or technology devices, we identified the truth that many people attempt to alter their energy every day.
Whether with a cup of coffee or glass of wine, taking actions to shift mindset isn’t new. We wanted to position Thync as a way to shift your state of mind without the need for invasive chemicals or behavioral changes. Thync is the new way to overcome a three o’clock lull or focus before a big day. We landed on the core concept of ‘shift’ and the empowering story of how you can access the power of your mind to get the most out of life.
“A simple line (or experience) void of complexity or embellishment allowing a focus on the benefits and experience the Thync brand represents.”
Paul Miller / Creative Director
Character developed a visual language and brand identity that evokes a sense of credibility and forward-thinking aspiration. This visual system centers on a conceptual platform of illustrating the action of ‘shift’. It is not relegated to a single form, image, or word, but a way of expressing the benefit in action, illustrating the idea of transformation and speaking to elevated empowerment.
The Thync logotype bridges the gap between science, technology, and lifestyle. Its custom-drawn geometric signature consists of unique and ownable letterforms coupled with a visual signifier as the diagonal stroke and descender on the letter ‘y’ called the “shift” bar. On its own, the shift bar represents a point of entry or crossing over; a simple line or experience void of complexity or embellishment allowing focus on the benefits and experience of Thync.