Spirituality

Mother Design used a séance to shape Purple Garden's rebrand

Mother Design began a new identity for psychic services platform Purple Garden with a séance, Creative Boom reports. The studio used spiritual practices as part of its design process for the mobile and online service.

The initial experiment gave the team a different starting point for the project, according to Yahoo. A séance is an attempt to communicate with spirits, according to Wikipedia, though the reports do not describe what happened during this particular session.

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The team tried spiritual practices#

Jo Tulej, Mother Design's creative director, told Creative Bloq that the team wanted firsthand experience before developing the identity. Some members had previously encountered spirituality and others had not, so the studio enlisted a holistic practitioner from Purple Garden to guide them.

The practitioner led a chakra reading and a workshop in automatic drawing and writing, Tulej said. She described the exercise as an unusual form of brand audit, undertaken to help the designers understand the platform's audience and create work that felt authentic.

Tulej said the challenge was to translate psychic services into a visual and verbal identity. Purple Garden's intended audience already had experience with spiritual readings and practices, she told Yahoo, and the business wanted to strengthen its position in the category.

Purple Garden's identity moves beyond readings#

The brief asked the studio to bring a sense of spiritual practice into a digital setting, Creative Boom reports. The resulting identity presents Purple Garden as a place for ongoing practice rather than a service used for a single reading.

Creative Boom says the concept, called "A Living Practice," draws on the idea that some questions return as life changes. Mother Design calls the intended audience "Believers of the Bigger Picture" and describes them as experienced seekers looking for growth and meaning.

The new wordmark has elongated serifs and curved corners, according to Creative Boom. A crystal-like glyph designed for digital use serves as a symbol of guidance and provides the basis for icons used to navigate the platform's services.

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