For this project, I was tasked with creating a comprehensive branding guideline for a client’s new business idea. Part of the process involved developing multiple iterations of the logo to ensure the brand identity aligned with the client’s vision as they wanted a butterfly incorporated. Each version explored different stylistic directions—such as typography, iconography, and balance between playful and professional—before refining toward a final identity that captured both trust and approachability.

 

In choosing the color palette, I deliberately went with a mix of blue, purple, and green. Since the app is centered on mental health care, color psychology played a key role in the design decisions. Blue was chosen for its association with calmness, reliability, and trust—qualities that reassure users in a sensitive space like mental health. Purple added a sense of creativity and self-expression, reflecting individuality and emotional depth. Green, often linked to growth and healing, represented wellness and positive change. Together, the palette communicates empathy, support, and renewal, while maintaining a vibrant and modern appeal that resonates with a digital-first audience.

 

The end result was a guideline that not only laid out visual identity rules but also communicated the brand’s personality, tone, and purpose—ensuring consistency across future marketing materials, digital platforms, and user interactions.