Grief Genie
Grief Genie aims to help people manage the many tasks that fall into their lap after the death of a loved oneLaunching soon, Grief Genie’s product will guide its users through the steps of logistics post-loss, allowing them to focus on emotional aspects of grief.
We kicked off the project with a strategic deep dive— we needed to identify the landscape, understand the mindset of the audience, and clearly define the brand’s core values. We knew that this brand needed to strike a delicate balance between clear and professional and warm and inviting.
With a solid strategy in place, we began work on the brand by building a brand voice. The guidelines we outlined in this phase will help with consistency in the brand messaging and tone. Once we knew what the brand sounded like, it was time to decide what it looked like.
The resulting visual brand is warm, friendly, and fresh. We created a logo suite with a custom ‘G’ icon that nods to a genie and a star that nestles nicely in the mark’s negative space and represents the guiding light that Grief Genie provides. This shape is pulled out to create a custom brand pattern. In addition to the logo suite and pattern, we also created supporting elements to round out the brand system, including a color palette, typography, photography style, layout guidelines, and a set of custom icons.
