Marcus came in needing a full creative direction built from the ground up. The scope covered logo, wordmark, brand strategy, typography, and mobile app screens for App Store launch, with the goal of creating something that felt cohesive across the app, web, print, and merchandise.

At the center of the identity is a new logo built around a skull and flower motif. From this core mark, I developed a full set of variations suited for different applications, from app icons to print and merchandise.

For typography, I selected Cinzel as the primary font for onboarding and headlines, paired with Inter for body text, buttons, and labels. This pairing gave the brand a balance of character and restraint, distinctive enough to stand out, but clean enough to work across every touchpoint.

The app design process started with mockups, then moved into UX before refining into UI. Throughout, I integrated the brand assets so the identity felt consistent from the first screen to the last, carrying through the same serious and grounded tone defined in the strategy.

I also created a unique background design for the app, along with a video version of that background used on the main screens, bringing a sense of motion and depth to the core brand experience.

The full design system was built in Figma in 4 weeks, where I structured the screen set, organized components, and kept everything consistent as the product evolved. AI generated assets were also part of the process, used to help define the logo direction and explore creative options for the merchandise designs.

Once the build was ready, the app was tested through TestFlight. I went through a screen by screen review during this stage, checking that the branding, typography, and visual details held up consistently across the real product experience.

This project started with a clear strategic foundation, a Stoic daily practice built for people who want honesty rather than motivation, and carried that idea through every layer of the brand. The skull and flower mark, the typography, the app experience, and the merchandise all reflect the same principle the product is built on: you become who you practice being.

If you're working on something that needs one clear identity across every touchpoint, I'd love to hear about it. Book a free discovery call and let's explore what's possible.