Challenge
Neurofeedback has been life-changing for millions. Almost no one knows what it is.
Neurofeedback has been used in specialist clinics for decades. Athletes, executives, and people managing anxiety, ADHD, and cognitive decline have all benefited from it. The technology works. The problem is that it has always been inaccessible — equipment costing €15,000, operated by specialists, available only to the few.
Mendi set out to change that. A portable fNIRS headband paired with a consumer app, making the same technology available to anyone, at home, for a fraction of the price. The science was serious. The mission was clear. The potential was enormous.
But bringing a clinical technology to a consumer audience requires more than a good product. It requires a brand that can make something genuinely complex feel approachable — that earns trust with a health-conscious audience without hiding behind jargon, and communicates real scientific credibility without feeling cold or clinical. That balance is hard to strike. Getting it wrong means the product never reaches the people it could help.
Mendi needed a brand worthy of the mission from day one — and they needed it before they had a single device in market.
What we did
Brand identity, strategy, and app UX and UI — built from founding stage
Most Studios partnered with Mendi at inception, taking on the full brand build from strategy through to visual identity, and later collaborating on a full redesign of the Mendi app.
The brand strategy established Mendi's position at the intersection of science and human potential — not a medical device company, not a wellness app, but a brain health platform built on genuine neuroscience and designed for everyday life. The mission of improving the brain health of millions gave the brand a purpose that extended well beyond the product itself.
The visual identity translated that purpose into a coherent system — warm and human enough to resonate with a consumer audience, precise and credible enough to support the scientific claims behind the product. Every visual decision was made in service of the same goal: making neuroscience feel accessible without making it feel lightweight.
The app redesign focused on UX and UI — transforming the core experience of using Mendi into something as engaging as it is effective. The gamified neurofeedback loop, real-time brain activity visualization, and progress tracking were all refined into an interface that users genuinely want to return to. The challenge was communicating the complexity of what's happening — prefrontal cortex activation, blood-oxygen monitoring, neural plasticity — through an experience that feels intuitive, motivating, and completely within reach.
Result
The most funded brain health project in Kickstarter history
Mendi raised over €3 million through Kickstarter and Indiegogo, with consumers ordering more than 10,000 devices within six months — making it the most funded brain and mental health project in Kickstarter history. A brand built to make neurofeedback feel human and accessible had found its audience before a single device shipped. With over 52,000 users now training regularly, the mission is well underway.