Project Assignment:
Visual identity for
a mental health app (2025)
Discipline:
Branding
Web Design - UI/UX
Tools:
Adobe Illustrator
Adobe Photoshop
Adobe After Effects
Figma
Framer
SOA
Mental health carries weight. The way we talk about it, design for it, and invite people into it matters enormously. SOA was conceived not as an app, but as a movement — one that aims to destigmatize therapy by making it feel open, warm, and genuinely human.
The core design challenge was paradoxical: how do you build a brand around something as deeply personal as mental health without making it feel clinical, heavy, or exclusive? The answer lay in reframing the entire category. Rather than positioning SOA as a tool for people who are struggling, the brand was built around a universal truth — that healing belongs to everyone, and that growth is something worth celebrating.
Identity System
The visual identity is deliberately fluid and non-static. The emblem is built from organic, shifting forms —
a system where shapes and colors are interchangeable, designed to reflect the diversity of human experience and emotion, which mirrors the brand's core belief that there is no single definition of "normal."
Color was treated as an emotional instrument. A palette of vibrant tones was chosen to embody hope, optimism, and the energy of the inner child.
The moodboard
The color palette
The brand fonts
SOA is a case study in designing against category conventions. Every decision — from the evolving logo system to the typographic warmth to the joyful color palette — was made in service of a single idea: that a brand can actively change how people feel about asking for help.
