Wellia - Brand Guidelines
WELLIA - BRAND BOOK
Year
2025
Building a complete brand identity for a B2B mental health app - from visual system to verbal tone.
Client project as sole designer. A comprehensive brand book covering logo, color palette, typography, iconography, verbal identity, and multi-channel applications for a French AI-powered wellness platform.
Scope of Work
The Brief
Wellia is a B2B mental health app that uses AI to support employee wellbeing inside organizations. As a product operating at the intersection of technology, psychology, and trust, the brand needed an identity that could feel simultaneously professional and deeply human - credible enough for HR decision-makers, warm enough for the employees using it every day.
Brand Identity
The brand is built around one core tension: AI-powered, yet profoundly human. Every element - from the lavender palette to the rounded typography - was designed to communicate calm, scientific credibility, and approachability without any of the cold detachment that typically defines enterprise software.
The logo combines a serif wordmark in deep navy with a lavender speech bubble icon - the "W" shaped as a conversation, not a command. Two typefaces define the system: DM Serif Display exclusively for the logotype, giving it a refined and distinctive character, and Poppins for all interface and communication text, chosen for its geometric softness and exceptional readability.
Color System
The palette is organized in three tiers. Lavender tones form the visual DNA of the brand - soft, calm, and instantly recognizable. Deep navy and off-white provide the neutral foundation that keeps everything readable and professional. Accent colors - coral, mint, muted green, and soft yellow - bring warmth and variety to illustrations, icons, and key interactions, used sparingly to avoid overwhelming the calm base.
Applications
The brand system was designed to work consistently across every touchpoint - mobile app, website, social media templates for Instagram and LinkedIn, presentation decks structured specifically for HR decision-makers, and printed materials. Each application follows the same principle: restraint, clarity, and human presence over visual noise.
