BeCalm.

Turning Stillness into a Modern Wellness Brand

ServicesBranding · App UI · Product Design · Marketing
IndustryMindfulness · Mental Health
Year2022
ClientBeCalm
BeCalm wellness studio lobby spatial concept, curved feature wall in the wave-mountain gradient with a dimensional wordmark and arrows installation, ash bench and travertine reception desk

(01) BeCalm at architectural scale, a wellness studio lobby spatial concept with the gradient feature wall.

(01)Overview

BeCalm was built around a simple idea: wellness is not a destination, it is a daily ritual. The category defaults to muted pastels, so I built the opposite, a saturated sunset-to-night gradient identity that turns stillness into something immersive, extending across the app, packaging, physical products, and launch campaign.

My Role Brand identity · wordmark · app UI direction · motion language · marketing site · social system · launch collateral

BeCalm app icon, circular arrows around a white C on a pink-orange gradient tile
(02) Logo System
Becalm logo in white on black, knockout variant for dark surfaces
01On Black
Becalm logo in white on Royal Purple, primary brand-colour variant
02On Royal Purple
Becalm logo in brand colour on light backdrop, reverse variant
03On Light

(02) Two arrows circle the C, the daily return to calm. One lockup holds on black, purple, and light.

BeCalm wordmark in white on night navy above a flowing pink-to-purple gradient wave
Soft Pink #E643AD
Vivid Purple #A41DE9
Deep Plum #3A1166
Night Navy #001031
Four-panel strip of the BeCalm gradient system, sunset pink through purple to night navy
BeCalm brand gradient mountain artwork, pink to purple to navy
Dawn meditation corner brand visualization, navy zafu cushion, copper singing bowl, phone showing the BeCalm gradient app, framed wave-mountain art with the wordmark, first light through a tall window

(03) Morning practice, brand visualization. The app sits inside the ritual, not on top of it.

BeCalm app interface, multiple meditation screens with the gradient palette
BeCalm Apple Watch UI
BeCalm website mockup
BeCalm pre-sleep bedside flat-lay brand visualization, phone showing the WIND DOWN breathing screen, herbal tea, plum silk eye mask, debossed leather journal, amber sleep-oil roller, candle and dried lavender

(04) Pre-sleep ritual, brand visualization. Journal, sleep mask, and oil roller carry the wordmark.

BeCalm Retreat Kit product visualization, kraft carton with hot-foil wordmark and arrows logo, rolled linen meditation cloth tied with plum ribbon, amber-glass mister labeled DROP 02 PRESENCE, plum silk sleep mask, open guide booklet

(05) Retreat Kit, a limited-run physical companion to the app. Product visualization.

BeCalm water bottle with gradient and circular C mark
BeCalm t-shirt
BeCalm towel
BeCalm notepad mockup with the wordmark on a gradient cover
BeCalm billboard visualization at dusk, gradient artwork with the wordmark over a city street

(06) Pause. Breathe. BeCalm. The gradient at full scale, dusk billboard visualization.

BeCalm billboard installation BeCalm poster
Typography

Find your stillness.

Pause · Breathe · BeCalm

HeadlinesRounded geometric sans · Medium · 56–128pt
BodyGeneral Sans · Regular · 14–18pt
VoiceSoft · luminous · circular
Tracking-0.025em display · 0.32em caps
(End)

Pause · Breathe · BeCalm

Next Project Nirvana Healthcare One Brand. A Network of Care. View case study
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Email [email protected]
About

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.

LinkedIn linkedin.com/in/yancohn
Instagram @yancohnphotos
Location New Jersey, USA

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