Mindvalley U — Xygarathma

Mindvalley U is Mindvalley’s flagship annual event, bringing together a global community for immersive learning, personal growth, and connection. I worked on Mindvalley U for several years, leading creative across branding, art direction, marketing, and event design. I led the design production, managing a team of four designers across each edition. This case study features selected work from the 2024 to 2026 editions in Tallinn and Amsterdam, showcasing how the identity evolved across different locations and experiences.

Impact

8.8M

Instagram impressions

709,892

Total engagement

75,094

New followers

44.8%

Follower growth from 2023

25%

of 2025 tickets sold a year in advance

NPS

Extending the Identity

Across the 2024 to 2026 editions, I applied the Mindvalley U visual identity to the physical materials attendees interacted with throughout the event, including nametags, lanyards, wristbands, merchandise, print materials, and signage. Each application was adapted to its format while staying true to the wider identity.

From small attendee badges to large-format printed graphics, I adapted layouts and visual elements to suit different production requirements, ensuring the branding remained recognisable across each edition.

Marketing & Social Media

I designed campaign assets to introduce Mindvalley U to audiences before they arrived, including social media advertising, promotional graphics, and speaker cards. These assets carried the event’s visual identity into its digital marketing, building awareness and excitement ahead of the gathering.

For the 2024 edition, the campaign generated 8.8 million Instagram impressions, 709,892 engagements, and 75,094 new followers, representing 44.8% follower growth from 2023. By the end of that event, 25% of tickets for Mindvalley U 2025 had already been sold a year in advance, before the full programme and speaker lineup had been announced.

Mindvalley U poster ad: “The next version of you starts here”

Mindvalley U speaker cards: Brendan Kane, Itay Talgam, Rachel Pringle and Regan Hillyer

The Event Experience

Mindvalley U is more than a programme of talks and workshops. Across the 2024 to 2026 editions, the event brought together learning spaces, social areas, installations, and evening parties, each with its own atmosphere. I helped shape how the event’s visual identity appeared across these environments, from the main gathering spaces to the more playful and immersive party settings.

I also worked on party planning, developing themes and dress codes that gave each evening its own personality and encouraged attendees to get involved. From the look and feel of the spaces to the details that made each celebration unique, the aim was to create memorable experiences that brought people together beyond the daytime programme.