The first part of the branding process I decided to tackle was the values, I think it’s the best starting point as it gets me thinking of the feel of the brand, it will also help me in coming up with a name and the overall design.
When looking for my brand’s values, I explored a wide range of words and phrases to find the right tone and personality for the app. I want it to feel approachable, supportive, and genuinely helpful — not just another productivity app adding pressure. After reflecting on different directions, I decided that growth and motivation should be at the heart of the brand. I want my project to encourage users to build better habits over time, without judgment or unrealistic expectations.
Alongside these core values, I also drew inspiration from ideas like gentleness and balance. These values helped shape the overall tone of voice and visual identity of the app — making sure it feels like a friendly companion, guiding users forward, even through small steps.
Gentleness:
Encouraging and kind support through all stages of work.
Motivation:
Celebrating achievements, big and small.
Growth:
Progress over perfection. Every small step matters.
Balance:
Work and rest are both important parts of success.