strategy + branding + creative direction
an app for
modern motherhood
Mothers today are navigating burnout, stress, and the invisible weight of holding it all together. Yet most brands focus on helping them care for everyone else. Mavie is changing that with personalized wellness made for their world. To tell that story, we built a brand with editorial edge for a new generation of mothers—digitally native, design-minded, and less tethered by traditional gender roles. From brand strategy and identity to in-app creative direction, we helped mothers reclaim wellness, moving past impossible standards to a sustainable sense of care.
The wordmark balances confident editorial sophistication with emotional warmth, feeling more like a fashion brand than a parenting app. Condensed, curvy letterforms with subtle quirks like the flared a and e reflect the individuality of every mother's journey. The submark distills this into a memorable icon: a fluid abstract heart, equal parts soft and strong, with ribbon-like lines creating a sense of flow.
Self Center
survival mode or the pressure to “thrive”.
Typography creates an approachable editorial feel through a sophisticated mix of serif, sans-serif, and script. Brand language is chosen with intention: using "mother" and "motherhood" exclusively distances Mavie from the cloying "mom" and "mama" marketing that saturates the category. The brand vision — a future where motherhood is free — appears in all-caps throughout the identity, giving the copy a sense of mission. The witty launch campaign line "Self Center" intentionally flips the script, reframing self-focus as a worthy wellness goal, set in a confident serif that lands with style.
