Rescript Journal: Brand Identity

Rescript Journal is a mental health app built on James Pennebaker's expressive writing research, a structured and science-backed approach to processing trauma through guided journaling. I designed the full product: app UX/UI, email templates, and the complete identity. This case is about the logo and the visual system holding it together.

The mark combines a fountain pen nib with a fluid handwritten loop forming the letter R. Writing as motion, as release, as something personal rather than clinical. A small heart sits at the top of the ascender, adding warmth without sentimentality. It reads immediately as journaling while carrying emotional weight a notebook icon would not.

Colour. Dark chocolate brown, muted rose, soft cream. No clinical whites, no wellness greens, nothing that signals health app from a distance. The palette sits closer to the inside of a notebook: personal, quiet, safe. It makes the brand feel like a space you would actually want to write in.

Across surfaces. The app icon holds the mark clearly at small scale. Social templates use the same typographic register and colour base, so the brand reads consistently whether someone meets it on Instagram or inside the app. Two product lines, Healing Journal and Mindful Journal, are distinguished within one system rather than breaking it.

What the system deliberately avoids. Mental health branding has two standard failure modes: clinical coldness on one side, forced positivity on the other. This lands somewhere more specific. Warm, grounded, honest. A brand that takes the work seriously without making it feel heavy.

Timeline: 3 weeks. Year: 2025. I led brand identity and the application system.