Integrating Indigenous Wisdom and Western Psychedelic Wellness for Mental Health Support

Challenge

With the growing popularity of altered state therapies such as breathwork, psychedelics, MDMA, and somatic healing, there has been a significant demand for education and the development of integration processes. Our client, Amánda Efthimiou, a Brazilian-American brain scientist, became passionate about bridging indigenous wisdom with Western practices after researching integration methodologies in the Amazon. We were tasked with creating a strategy to package her services effectively and present them through a cohesive brand, website, and communication plan. The challenge was to maintain the authenticity of her origins and the knowledge she represents while establishing a formal consulting firm that Western businesses could understand and engage with.

Solution

The branding for Integra was inspired by meditative experiences in nature, symbolizing transformation from land to sky. Amánda wanted to express the discovery of a unique identity and personal reflection, so the mark was designed to resemble a thumbprint or a rising sun with ripples, capturing both these metaphors. The wabi-sabi nature of the mark, with its imperfections and organic feel, made it a fitting choice for Integra. The selected wordmark, from a New Zealand foundry, complements the organic logo by adding structure and a sense of respect. We chose the domain Integra.guide to serve as a positioning statement, emphasizing guidance toward integrity. The color palette reflects natural elements like clay, forest, and sand, grounding the brand in the earth's presence, which is central to Amánda's work. The photo direction and web design incorporate patterns, systems, and a subtle touch of surrealism, alluding to the complexities of nature and the human mind.

Results

Since launch, Amánda has grown her subscriber base by 3,000 people without any paid marketing efforts. She has been hired by Headspace and secured numerous international speaking engagements at major conferences worldwide, including TEDxBerlin and the main stage of House of Beautiful Business 2024.