Ritual wanted its visual identity to feel like a personalized, relationship guide for each individual and couple that come in for daily relationship guidance and advice. The team was dreaming of a friendly, intimate feel that would put people at ease and help them sink into all of the relationship goodness that the app had to offer. We began by getting in bed with Ritual ;) and learning the ins and outs of their platform.

We explored options via moodboards and set off to develop the illustrations that would be so central to this unique brand. We used friendly typography with a human touch to make the app feel more personable. The color palette was one that we felt would appeal to a diversity of genders and relationship statuses, helping the team speak to a broad audience.

We applied the new branding to the first website Ritual ever used, designed  email newsletters and created brand collateral, such as social media and digital assets to help them carry the visual language throughout.