mave health helps people focus, regulate stress, and recover, with an approach built on neuroscience rather than promises. this one is self-initiated, my design assignment for an opportunity there. the brief i set myself: a single instagram carousel, ten slides, to introduce mave to a cold and quietly suspicious audience, without ever sounding like another wellness ad.
about mave
mave health is a focus and recovery company. the product is a wearable that uses gentle neurostimulation to help people drop into flow, regulate stress, and recover, positioned on neuroscience rather than wellness hype. the through-line is simple: better inputs, better outputs. that promise is what the carousel had to make a skeptic actually believe.
the brief
a carousel lives or dies in the first second of a thumb-stop, and then again on every swipe. ten frames is barely any room to earn attention, build a case, and land a product, so before i opened figma i decided who i was actually talking to. get the person right and the design has something to be true to.
meet ben
ben is early thirties and optimises everything. he trains, eats clean, sleeps on a schedule, and wears a whoop that grades his recovery every morning. he has already tried the apps, the supplements, the sleep hacks, the advice from strangers online.
so he isn't a beginner waiting to be educated. designing for ben meant designing for someone who has heard every promise before, and stopped believing them.
the insight
the problem was never awareness. ben knows exactly what's working against him. the problem is skepticism. "this'll help" has been said to him too many times to land again. so the carousel couldn't open by pitching. it had to let him recognise himself first, early enough that the product arrives as relief instead of one more claim.
the headset isn't the story. ben is.
the approach
brain stimulation sounds clinical, so i went the other way. fine-art editorial, a lot of negative space, nature wrapped around the tech. for a skeptic, loud reads as cheap and quiet reads as confident.
and because he discounts claims, every idea became a picture instead of a sentence. marble for the self, a maze for searching, rain for good inputs, a garden for recovery. "better inputs, better outputs" lands harder as rain falling on a garden than as a line of copy.
then i held mave back until slide 7 of 10. by the time the headset appears, ben has already felt seen, so it answers a feeling instead of interrupting one. the emotional arc underneath it all: searching, frustration, skepticism, understanding, growth, recovery.
the process
every frame started as a bad sketch. i blocked the whole story first as ten text-only frames, so the argument had to work before any art existed. hook, the things you've already tried, the turn, then the reveal.
then the copy and hierarchy, frame by frame: what's loud, what's quiet, where the eye lands, and where the next swipe gets earned.
only then the imagery. the backgrounds are ai-generated, then graded and composited toward one calm, warm look so ten separate frames still read as a single post in the feed. the ai was the brush. the thinking happened before it.
the carousel
the finished mockup, the way it actually lives in a feed. swipe through.
mave
mave your brain deserves more than promises. swipe through the idea mave is built on: better inputs, better outputs. 20 minutes a day.
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