Itam werd Itam en Mindful Me

Itam werd Itam en Mindful Me

Björn Prins, founder of science-based mindfulness

“These days, a mental warm-up is just as important as a physical one. Both businesses and individuals are taking an active approach to good mental health. Companies are increasingly turning to mindfulness as a preventative tool for combating stress and burn-out,” says Björn Prins.

Björn Prins is a psychologist, coach, psychotherapist and doctoral researcher at Ghent University. He is also the respected pioneer who introduced the no-nonsense concept of mindfulness in Flanders. Moreover, he is the founder and driving force behind Itam, a training institute in Deinze that has provided science-based training for individuals and business since 2004.

what we did...

  • Brand strategy
  • Market positioning workshop
  • Product matrix workshop
  • Market development workshop
  • Survey
  • Name and baseline
  • Logo
  • Visual storytelling
  • Textual storytelling
  • Brand essence
  • Website wireframe and design
  • Bilingual SEO analysis
  • Facebook launch of Mindful Me
  • Facebook conversion activity
  • Press release


growth trends

Mindfulness is clearly an increasingly popular approach, and as a result there are now many more providers working to highly variable quality standards. For this reason, Itam looked to comma for advice. As an academic expertise centre and mindfulness pioneer in Flanders, the institute is keen to safeguard its unique position and solid reputation in an expanding mindfulness market and to extend its reach.


interactive brand strategy roadmap

Working together with Itam, we launched an exciting interactive roadmap with the intention of establishing the foundations of a thoughtful brand strategy. In a series of workshops we laid out a product matrix, evaluated market development and mapped out marketing positioning. We also sent out a survey to learn more about the B2B audience’s perceptions of mindfulness.

B2B - B2C

The development process revealed two separate target groups, each requiring a specific focus and approach. Itam was therefore split into two entities. While Itam concentrates on B2B customers, we developed a new brand name through which to focus on individuals: Mindful Me. • Itam = evidence based, human approach for businesses • Mindful Me = self-care for individuals


Once this strategy was sketched out, communication development began. Visual and textual identities were created for both brands, forming the basis for the design of new house style elements and the wireframe and design of both websites. Naturally, we also performed SEO analysis to optimize Google positioning. Repositioning work for social media is also still ongoing. We created a new Facebook page for Mindful Me, rolling out a targeted conversion plan. Furthermore, to generate attention we issued a press release (available via this link to madeinoostvlaanderen).

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Een workshop bij comma geeft een gevoel van zekerheid om te landen en trekt bij de deelnemers een vat vol creativiteit open. Bedankt voor de vlotte samenwerking.