Niche was a branding exercise developed during my undergraduate studies at Boston University, conceptualized as a digital wellness brand. The project explores the idea of “niches” as literal corners of physical spaces, using liminality as a framework to transform environments into mental states. Through its brand architecture, Niche recontextualizes wellness branding as an experience that exists between space and mind.

The project began as an exploration of in-between spaces, areas that exist between two defined environments. Examples ranged from the gap between an open door and the wall it meets to the side of a car seat where objects slip out of reach. I chose to focus on the corners of rooms, particularly in crowded environments, and used this as the foundation for building a brand system. The assignment required developing a full identity with intentional use of color, typography, and design, resulting in a cohesive and structured framework.

I was drawn to corners based on a moment on my way home from class. I entered an elevator with five other students, and in an unspoken attempt to create personal space, everyone instinctively moved into separate corners. That moment made me think about how we construct privacy through positioning and how we carve out space for ourselves within shared environments.

Even when surrounded by others, this spatial positioning becomes psychological. You feel a sense of comfort knowing you have your own place, a niche to exist within. This led me to think about mindfulness and meditation, and how we use physical space and bodily awareness to achieve mental clarity and emotional grounding.