DESIGNING FOR
COHERENCE
LUCAS DONAT CREATIVE + LANDER STUDIOS
for
HEARTMATH
Spring 2026
REDESIGN 2026
A unified system for brand, product, and experience. The next generation of HeartMath, a visual language designed to resonate with the world today.
Paths & Investment
LANDER engagements are structured around the experiences being designed, the pace required, and the level of strategic depth involved. For Dayhoff, the work centers on three connected layers: how health intelligence is received, how it’s expressed as a brand, and how it’s communicated through the website.
The paths below reflect different ways to engage, depending on priorities and timing. Each can stand alone, or build toward a more integrated experience.
All investment figures are presented as ranges. Final scope, deliverables, team size, and timelines are shaped collaboratively and may shift based on specific needs, complexity, and pace. Let's talk!
01:
Results Experience Foundation
Designing how intelligence is received
This engagement establishes how Dayhoff’s health intelligence is delivered, understood, and trusted at the moment it becomes personal. The focus is on Results Experience Design, translating complex data into clear, emotionally grounded information that people can confidently engage with. This work creates the experiential foundation that informs future brand and website decisions.
Team
1–2 designers
Investment range estimate
$20k–$30k
02:
Brand & Website Experience
Making the story clear and credible
This engagement designs Dayhoff’s website as the front door to its platform, establishing clarity,trust, and belief from the outset. Brand systems are considered and can be refined or created alongside the website, with digital storytelling working together to show how Dayhoff’s intelligence fits into people’s lives and to frame the full experience that follows. The work is structured to support phased growth, with the potential to extend into additional experiences such as a B2B site, partner-facing tools, or logged-in account environments over time.
Team
1–3 designers
Investment range estimate
$20k–$45k
03:
Integrated Experience Partnership
The full expression
This engagement designs the complete Dayhoff experience across results, brand, and website as a single, integrated system. It brings together Results Experience Design, brand systems, and digital experience in parallel, with the ability to scale the design team as needed to meet faster timelines. The outcome is a unified foundation that supports Dayhoff’s connected experience and growth over time.
Team
1–4 designers
Investment range estimate
$70k–$95k+
2025
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Hi, we're working together as Lander Design & Lucas Donat Creative to evolve the HeartMath brand system.
We exist for this moment in time, where there is a collective longing for connection, elevation, and salvation like no other in human history. Truth be known, we have been waiting for this moment for decades. Not waiting as in sitting on our hands, but while we have been busy doing life, we have also had our eye on the second hand of the classroom clock jonesing for the recess bell to ring so that we could help HeartMath in a way that might honor and amplify its impact on planet earth. Through a brand evolution of HeartMath we see the perfect opportunity to tune the Stradivari, honoring the founding legacy of heart-based consciousness while modernizing its capacity to resonate with a broader audience. This is not a simple threading. But if we do our job right the artifacts we create should surely feel easy and like a mandala of coherence - look at it and you already feel the steadying of state.
Lucas & Robby
Part
01
Identity Foundation
The mark and core forms that define how HeartMath is recognized. This is the starting point. Everything builds from here.
Deliverables
-
Logo redesign
-
Primary logo and supporting marks
-
Core brand assets (symbols or simple graphic elements, if needed)
Part
02
Identity System
How the identity is applied across the organization.
HeartMath spans multiple expressions, including Inner Balance, Heart-Based Living, and Global Coherence. This defines how the same system is used across each, and what changes between them.
Deliverables
-
System for applying the identity across key business areas (Inner Balance, Heart-Based Living, Global Coherence)
-
Defined shared elements and allowed variations
-
Usage guidance across common brand touchpoints (digital, product, packaging)
Part
03
Typography and Color
The language of the system. Type and color carry the brand in practice. This defines how information is read, how hierarchy is built, and how the identity holds across different contexts.
Deliverables
-
Typeface selection (primary and supporting)
-
Typographic hierarchy and usage rules
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Color system (core and extended palettes)
-
Contrast and accessibility considerations
Part
04
Application Examples
(Non-Production)
Proof of the system in use. Not finished assets. Clear demonstrations of how the identity behaves across key parts of the business.
Deliverables
-
Web and digital expression examples
-
Product ecosystem and packaging directions
-
A small set of composed layouts showing the system in use
Project timing
Week 1:
Project kickoff, review of the existing HeartMath identity and key business areas (Inner Balance, Heart-Based Living, Global Coherence), and finalization of scope and deliverables for Parts 01–04.
Weeks 2–3:
Execution of Part 01 – Identity Foundation (logo redesign, primary logo and supporting marks, core brand symbols) and early development of Part 02 – Identity System (application framework and shared elements).
Week 4:
Development of Part 03 – Typography and Color (typeface selection, typographic hierarchy, core and extended color palettes, accessibility/contrast guidelines) and refinement of the identity system.
Week 5:
Execution of Part 04 – Application Examples (Non‑Production) (web and digital expressions, product and packaging directions, composed layout examples) alongside internal reviews.
Week 6-8:
Client feedback, revisions, and final refinements across all deliverables, culminating in formal sign‑off of Parts 01–04.
Budget & payment schedule
The total project fee is $50,000, structured as follows:
Phase 1:
50% on execution of proposal: $25,000 payable upon formal execution of this proposal and commencement of work (beginning of Week 1).
Phase 2 :
50% on final delivery: $25,000 payable upon completion of all agreed deliverables for Parts 01–04, client acceptance, and formal sign‑off at the end of Week 6-8.
Work Examples
Structure and function matter, but so does being human. Our work lives across that full spectrum, balancing precision with empathy to create experiences that truly resonate.
Here is a small selection of projects that inspire our approach and demonstrate how we think, build, and elevate.
We have partnered with brands including TrueCar, Henry Rose, Fender, Nike, eHarmony, Hotwire, Disney, Team Liquid, Kartel.ai, Bosch, Heal.com, and more.
Designing the HeartMath System
HeartMath operates in a space few organizations can claim. Where scientific rigor, personal wellbeing, and global perspective converge into a single system.
That system is powerful, but it is also complex. It spans products, practices, and ideas that must work together while remaining clear and accessible to the people they serve.
Design is what makes that possible.
It creates the structure that unifies these parts. It defines how coherence is communicated, how it moves across experiences, and how it is felt by individuals, communities, and global networks.
At its best, design does not sit on top of the work. It organizes it. It brings alignment between what HeartMath is, what it offers, and how it is experienced in the world.
This is a proposal to reimagine the HeartMath brand across all major touchpoints.
-Lucas & Robby
