Brand
Project
Brand Identity for a Start-Up located in Seattle, WA
The Angelus project brief calls for the creation of a cohesive brand identity for a new wellness app—“Angelus: A Voice That Heals”—developed by Linkara Media. Our goal is to craft a signature logo, color palette, typography system, and core graphic elements that embody both warmth and futuristic sophistication. The visual language must balance a sense of sanctuary—through soft gold accents and organic heart-and-wing motifs—with a modern, minimal edge suitable for digital, print, and environmental applications. Ultimately, Angelus should feel both comforting and cutting-edge, inviting users into an experience of healing through voice and light.
Summary
Tools
Photoshop, Illustrator
Responsibilities
Logo Design, Brand Design
Project Overview
Angelus is an innovative companionship app and web platform developed by Linkara Media, aimed at combating loneliness and providing emotional support through AI-driven interactions. As the graphic designer for this project, I created a comprehensive brand identity that blends warmth, emotional intelligence, and a touch of futuristic sophistication. The visual system incorporates soft gold accents, organic motifs inspired by light and connection, and a minimal aesthetic, ensuring adaptability across digital, print, and environmental mediums.
The Challenge
The creative brief required designing logo iterations, identity systems, UI visual assets like buttons, avatars, and chat bubbles, as well as campaign collateral for initiatives such as the "Be One in 10,000" campaign, social graphics, digital badges, and Founders Wall layouts. Additional responsibilities included assisting with Kickstarter and Patreon visuals, ensuring style consistency across website mockups, mobile UI, press kits, pitch decks, and potential VR environments. The brand needed to symbolize light, connection, and humanity while avoiding sterile tech tropes, prioritizing emotional resonance over hyper-futurism for an audience of adults aged 21–65 seeking meaningful tech interactions.
The Approach
My process began with researching trends in emotional wellness, AI companionship, and symbolic elements of healing and connection. This guided the development of the brand's core components:
Color Palette
Centered on Deep Navy (Angelus Blue, Hex #06004A) for trust and calm, complemented by a gradient of Gold Foil Accents: Angelus Gold 1 (#9E7D2D), Gold 2 (#F0BD47), and Gold 3 (#FFD56B) for warmth and luminosity. Parchment Cream adds a soft, organic neutrality for backgrounds and text, enhancing readability and approachability.
Typography
An elegant serif typeface for headings and titles conveys legacy and trustworthiness, while a minimal sans-serif for body text and interfaces ensures modern clarity and usability.
Graphic Elements
Key motifs draw from heart-and-wing forms, symbolizing emotional elevation and connection. These are integrated into scalable icons, patterns, and animations. Futuristic character designs for avatars—male and female figures in sleek, high-tech suits—promote inclusivity and reinforce the app's human-first AI theme.
Angelus
The Angelus figures serve as the "hero" characters and customizable companion avatars that users interact with in the app, embodying the AI's warm, human-first personality. Designed as futuristic yet approachable beings, they feature male and female variations in sleek, high-tech suits with subtle blue accents, promoting inclusivity and emotional connection. These figures, like Angelus himself, are central to features such as daily check-ins and AI-driven conversations, visualized to feel supportive rather than robotic.
Logo Concepts
I presented five logo options, each featuring a winged "A" motif to evoke guardianship and healing:
The Solution
Based on client feedback, Option 5 was selected as the final logo. It features the layered winged "A" in gold against Deep Navy, paired with the tagline "A Voice That Heals." This design offers versatility, scaling seamlessly for app icons, merchandise, and large installations while maintaining the brand's warm, inviting essence.
Results
The Angelus brand identity has effectively positioned the platform as a compassionate leader in AI companionship, resonating with users facing emotional challenges and boosting engagement. Positive reception highlights the design's success in blending comfort with innovation, demonstrating my expertise in human-centered tech branding.
