Role
Freelance Designer

Description
Developed the pre-launch brand identity for Leela, a mental health tech startup.
Created a unique and ethereal brand identity for Leela that evoked a calm & grounded feeling.

Challenge
The brand direction evolved during the development process, requiring a flexible and collaborative approach to capture the founder's vision.

Solution:
• Collaborated closely with the founder, iterating through multiple rounds of feedback based on an initial mood board.
• Designed a logo incorporating a star element, reflecting both the ethereal quality and the deeper meaning of "Leela" (divinity).
• Developed a calming, earthy color palette that differentiated Leela within the mental health space.
• Paired Fraunces (serif) and DM Sans (sans serif) typography for a modern and complementary aesthetic.
• Created secondary graphics using star elements and arch shapes to add to the ethereal/celestial theme.
• Developed marketing material mockups to showcase brand application across various platforms.

Collaborators
Leela's Founder: Preeti Krishnan

Result
Created a fun, approachable, and strategically differentiated brand identity that provides a strong foundation for Leela's website, sales materials, and marketing efforts.

Click the project link above to see the full brand guidelines & see sample work below.