Purple Garden

Purple Garden connects people with spiritual practitioners and brings the feeling of sitting across from one to a phone or laptop. Mother Design built the identity to bring the magic back to a $2.3 billion category that is full of visual clichés and pushy, book-now urgency.

The project started with a séance. A Purple Garden practitioner guided the team through automatic drawing exercises inspired by the artist Hilma af Klint, and those drawings shaped the brand idea, A Living Practice, and a world that makes the felt side of a reading visible.

The ornate wordmark grows with sprouting ligatures and branching curves but stays legible on screen, and a glyph inspired by flowers, crystals and charged energy works as shorthand in small spaces. Living Type, inspired by cymatic patterns, moves and grows across the app. The palette goes warm with seven purple hues, plus dawn, dusk and moonrise colours, and solarised neon objects made by moving back and forth between hand tools and AI.

Mother Design handled brand strategy, identity, photography direction, illustration, tone of voice and motion.