ALTERED STATES OF WELLBEING
OVERVIEW
The Altered States of Wellbeing was The Mighty Shed’s most ambitious foresight report, and a clear signal of our shift from tobacco into the pleasure and wellbeing sector. The intent was to decode how wellness culture was evolving across food, cannabis, biohacking, digital detox, and beyond.
STRATEGY
We wanted to push past the tired “health maintenance” narrative and explore something more interesting: how altered states, whether chemical, physical, or digital, shape the way people seek balance, escape, and transformation. The strategy combined cultural insight with forward-looking analysis to give brands a real foothold in the expanding wellbeing landscape. We split the focus into three areas, happiness, energy & connection.
OUTPUT
I directed the report from start to finish, structuring the research, product examples, content, leading the editorial vision, and overseeing layout and production. The final 66-page publication wove together design, storytelling, and research to make complex cultural signals feel clear, compelling, and usable.
IMPACT
The report’s been used in innovation sprints, brand workshops, and thought-leadership initiatives. By reframing wellness through the three focus areas, it gave brands a provocative but actionable framework to explore new territory and tap into what’s actually driving consumer behaviour, not just what they say they want.
