Building a habit of meditation
Siddha Medidate is a meditation app designed to help users build a consistent meditation habit. Its curated classes seamlessly integrate into daily routines and work calendars, making it effortless to incorporate meditation into everyday life.
Despite the well-known benefits of meditation, many individuals struggle to find time for it in their busy routines. Building a formal meditation practice also requires time and consistency, which can be challenging. This is where Siddha Meditate comes in. Their health app aims to seamlessly integrate meditation into users' daily lives. To stand out in the crowded health tech market, they needed unique branding and strategic positioning. We helped Siddha Meditate with their brand strategy, identity, and UI design, ensuring their modern health tech brand still reflects their traditional approach to meditation.
Brand Strategy
Unlike competitors who emphasize idealistic outcomes like happiness and calmness, Siddha's brand strategy focuses on fostering a consistent meditation habit. Providing wisdom and a safe nurturing space to explore meditation and its benefits, we identified two brand archetypes for Siddha: the Sage and the Caregiver. Thus, we positioned Siddha Meditate as a dependable companion for those seeking peace and calmness. This commitment to providing a tranquil, safe space for users is reflected in their tone of voice as well as in their branding: gradients inspired by the blue and pink hues of the sky, a lightweight illustration style, and a logo representing the higher self that can be reached with a consistent meditation practice.
Logo
The logo concept embodies the idea of reaching a higher self, with the 'S' serving as a representative symbol. The movement within the 'S' reflects thoughts passing through, mirroring the flow of thoughts during meditation. The higher self is indicated by a visual element positioned above the letter. This symbol also evokes the look of a foreign language character, hinting at the authentic meditation practices promoted by Siddha. In addition to the main logo, we developed lockups that include the full app name and the isotype, ensuring consistent brand application across all communication channels and touchpoints.
Colors
Siddha's color palette is inspired by the breathtaking gradient that emerges above the clouds when illuminated by the sun's rays, symbolizing the clarity found above the clouds. Each color embodies essential aspects of enlightenment and their combination creates a calming, eye-friendly aesthetic. Concentration Blue represents the depth of space one can achieve through meditation, Calmness Blue signifies understanding, and Pink represents humanity and the subtle glow of enlightenment. These colors are versatile, working well as flat colors or gradients, giving a light and lively appearance.
Typography
Outfit is the primary font of Siddha. The geometric sans-serif is available on Google Fonts and offers a friendly yet simplistic design. With numerous ligatures and stylistic alternates, it blends classic charm with contemporary appeal, ideal for adding a traditional hue to tech. For product and UI screens, we use Inter, also a Google Font. Its readability, versatility, consistency, accessibility, modern aesthetics, and support for multiple languages make it an excellent choice for UI design, enhancing the overall user experience.
Imagery
Landscape photographs, particularly those capturing the horizon above the clouds, convey a sense of tranquility and calmness that aligns with Siddha's brand ethos. We seek sunset moments where the colors of the sky harmonize with the color palette of the Health tech brand. Additionally, minimalist photos featuring individuals or specific body parts add a human element to the imagery. To ensure consistency and harmony, we provided Siddha with photography and editing guidelines. These guidelines include reducing contrast and applying adjustments to infuse the images with tones ranging from pink and orange to purple and blue, symbolizing the ever-evolving nature of human emotions and perspectives. By strategically placing brand shapes and icons atop these images, engaging brand visuals can be created.
Illustration
A filled circle, representing the maximum point of meditation, served as the starting point to build Siddha's visual language. To portray the energy emanating from the focal point, it expands, hence the circle transitions into a line and, then, into a dotted line. These forms can serve as auxiliary elements but also make up the brand icons used for the categorization of the meditation classes, such as Productivity, Mindfulness, or Sleep. To create a smooth user experience, we created branded in-app animations for interactions such as “Loading”, “Download”, and “Success”.
Brand Communication
Attracting users and building a community is essential for the Siddha Meditation app. To achieve this, we created branded social media assets for Instagram and LinkedIn, tailoring the visual elements to each platform. On Instagram, the communication targets the end-user, utilizing photography to make the app more relatable and tangible.
"Deep understanding, bolstered by extensive experience with startups."
The project led to notable improvements in branding, ease of implementation, and marketing effectiveness. The new branding seamlessly fits into our app’s design and marketing, strengthening our market presence and setting us up nicely for future growth.
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