Ebb

Designing Headspace’s first AI companion
Context In 2024, Headspace set out to launch its first AI feature: Ebb, an in-app companion for reflecting on thoughts and feelings. Opinions on AI in mental health were split. The brand had to feel safe enough to open up to, without passing as a person or as therapy.

ApproachWe leaned into the name. Feelings ebb and flow, so Ebb became a calm, empathetic presence instead of a polished assistant: a gender-neutral character that listens, lava-lamp motion, and gradients that move the way moods do.







Results34% higher app engagement among regular Ebb users
64% of surveyed members felt heard and understood 
7M+ messages since launch

Press
Webby Awards 2025: People’s Voice Winner
Figma Blog

DeliverablesVisual Identity
Copy Direction
Character Design
Color System
Campaign Toolkit 
In-App Assets
Campaign Visuals (Social, Paid, OOH, Lifecycle)
Motion System
Launch Website

Team Creative Direction: Dani Balenson, Tina Hardison
Designers: Lauren Allik, Ryan Legaspi
Product Design: Leah Braunstein, Priyanka Marawar
UX Writing: Crystal Smalls, Sandy Sanchez,
Animation: PJ Kim
Producer: Melissa Don