Wellness Brand & App Identity System
Built the visual identity and app design system for a wellness brand entering a category dominated by sameness.
I owned the wordmark, in-app type and motion language, marketing site direction, and the social/collateral system, translating a calming product into a brand that feels confident, modern, and trustworthy across every surface.
Key Contributions Brand identity · app UI direction · wordmark · social system · marketing site · launch collateral
A vibrant identity for a mindfulness app that refuses to look like every other mindfulness app.
The word becalm means to leave a sailing vessel unable to move through lack of wind, a state of absolute stillness. That definition became the foundation: a brand built around pausing, breathing, and finding inner calm in a world that never stops moving.
The mindfulness category defaults to mint pastels and mountain monochromes. BeCalm took the opposite move: a saturated sunset-to-night gradient palette that signals warmth and intensity, not corporate-spa restraint. Stillness as something vibrant, not muted.
Repetition as the architecture of calm. The circled arrows around the C mark the daily return.
The logomark frames a clean letter "C" inside two encircling arrows: the act of returning to calm again and again. Like a habit, like a breath. Training the mind is consistency, not crisis. The mark reads as both ritual and reset button.
The palette is psychological. Soft warm pink at the top is the first breath of morning. Deep purple in the middle is the focused interior. Navy at the base is the depth that rest reaches. The full gradient is the brand's signature, applied across product packaging, billboards, and the app's most important moments.
A four-stop gradient is the identity itself, not background decoration. Vivid purple anchors the system. Soft pink lifts it warm. Deep navy grounds it. White carries every callout.
A clean sans wordmark paired with the circular-arrow C mark. The app-icon variant uses the same C inside a pink-to-orange gradient tile that reads instantly on a home screen full of color-coded competitors.
Three brand-defined colour applications. Lockup proportions hold across every surface: black, brand colour, and light backdrops.
The brand lives where the practice does: a quiet corner, a single candle, the few minutes a user carves out before the day starts. BeCalm sits inside that small ritual, not on top of it.
The app reads as visual breath: clean layouts, generous whitespace, the gradient palette appearing only at meditation moments where intensity belongs. The experience extends seamlessly to Apple Watch for on-the-go mindfulness, and the website mirrors the same calm-but-vibrant tone.
A limited-run physical companion to the app: kraft carton with hot-foil gradient C-icon, linen meditation cloth, branded oil mister, guide booklet, plum silk sleep mask. Premium drop, not gift-shop merch.
The brand at architectural scale: a partnered wellness-studio lobby with the BeCalm wave-mountain gradient wrapping a compound-curve feature wall, the C-icon at hero scale as a dimensional edge-lit installation, brushed-rosegold "Find your stillness." tagline set into the wall.
The brand extends into the physical world through a small object lineup of water bottle, t-shirt, and towel, each carrying the gradient and the C-mark as a daily reminder to pause. The objects are functional, not gift-shop merch.
Outdoor advertising brings the brand into public space. Billboards and posters carry the gradient at full scale. The line Pause. Breathe. BeCalm. anchors every surface, from a single bus-stop poster to a full-side building installation.
Pause · Breathe · BeCalm
Pause · Breathe · BeCalm
Yan Cohn is a brand designer and marketing strategist helping ambitious companies turn identity, campaigns, and digital experiences into systems that earn trust and drive growth. He partners with healthcare, wellness, tech, and service-based brands looking to look as credible as the work they do. Based in New Jersey.
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