Lighten Lab
From whiteboard to launch. We partnered with LightenLab's founder from the very first idea, through global research and product design, to a fully launched offering ready to change how the world understands mental load.
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The weight you can't put down
Mental load is the invisible labour of managing a household, a family, and a career all at once. It never clocks off. It accumulates quietly, and most people carrying it don't even have words for what they're feeling.
Of mental load tasks in the home are carried by mothers
Of working mothers experience parental burnout
Mothers in the US return to work within two weeks of giving birth
The wellness industry is worth over $6 trillion globally. Yet almost none of it is built around mental load one of the most widespread and least addressed causes of burnout, relationship breakdown, and lost productivity. The tools don't exist yet.
The bridge from research to market
Mental load is the invisible labour of managing a household, a family, and a career all at once. It never clocks off. It accumulates quietly, and most people carrying it don't even have words for what they're feeling.
The research existed. The audience existed. What was missing was a structured commercial strategy to connect the two. We identified mental load as a significantly underserved market and mapped a pathway from academic insight to scalable product.
We worked with Leah to design a revenue model that could grow in stages, starting with direct-to-consumer engagement, with clear pathways into B2B workplace programmes, institutional partnerships, and publishing opportunities tied to the book launch.
Mental load needed a home that was credible without being academic, accessible without being generic. We led the brand strategy to establish Lighten Lab in a category of its own — research-backed, practical, and built for scale beyond a single founder.
We identified and brokered the key relationships needed to bring Lighten Lab to market — connecting research expertise, content development, and digital delivery through a coordinated network of partners.
Every decision we made was oriented toward what comes next. The initial launch is the foundation — the roadmap includes tools, content programmes, corporate training, and international expansion.
Early signals. Long-term ambition.
Lighten Lab launched as a first-of-its-kind platform and the early results reflect both the scale of the need and the strength of the model we built around it.
We supported Lighten Lab from ideation to company formation
From initial whiteboard idea and research to global launch
