Creation of brand identity for healthcare startup, Kalyana from idea to launch
I was approached by Beam Health Group to design a brand identity for their new meditation startup Kalyana.
Duration: 4 weeks
Role: Art Director / Designer
Kalyana is a guided meditation app created by Beam Health Group
When I was approached by Beam Health Group to design the brand identity for their new meditation startup, I was excited to oversee a project from concept to execution. They explained they were launching a branch of their business entirely focused on mental health.
After a kickoff call, I presented the client with my proposed 4 week schedule.
Competitor Analysis
I conducted a competitor analyisis of the industry including the apps Ten Percent Happier, Calm, and Headspace. Together with the Beam Health group we discussed the strengths and weaknesses of each to better understand our positioning. After the presentation we determined that the goal of the brand identity was to convey tranquility throughout the platform. But it was important that we did not come off as pretentious. We were trying to strike a balance between being professional and yet approachable.
Moodboards and Style Tiles
The visual inspiration for the Kalyana brand identity was light and airy, earthy, and gender neurtral.
Visual Inspiration
Typographic Inspiration
Logo Inspiration
Color Inspiration
Logo
The final product was a 100% custom made logo and icon. I created several variations of each to be used in different settings across desktop, mobile, and print. Each logo comes in the full range of Kalyana colors.
K icon
Kalyana Logo
Badges
Emblem
Leaf variation
Design process
Style Guide
The final product was a 100% custom made logo and icon. I created several variations of each to be used in different settings across desktop, mobile, and print. Each logo comes in the full range of Kalyana colors.
Conclusion
Working on this project with Beam Health Group was an incredibly fulfilling experience that allowed me to immerse myself in the process of building a brand identity from the ground up, from initial concept to the final launch.
Together with the talented team at Beam Health Group, we brainstormed innovative ideas, conducted extensive market research, and defined the core values and vision for the meditation app. This collaborative approach ensured that every element of the brand was thoughtfully crafted to resonate with our target audience.
Creating the brand identity was a multifaceted process. It began with developing a cohesive visual style, including logo design, color schemes, and typography. Each visual component was meticulously designed to convey a sense of tranquility, mindfulness, and wellness, aligning perfectly with the app’s purpose.
Collaborating with Beam Health Group while enhancing my design and branding skills was truly a meaningful and enriching experience.
