Calm Sleep Visual System

2025

We worked with Calm to create their first-ever, cohesive brand visual system pioneered in Calm Sleep. The system whispers with confidence, balancing practical clarity and poetic wonder to enrich brand presence and deepen user experience.

Our system was created to amplify and enrich messages within the Calm Sleep app. This required a voice that was able to flex to meet the app’s diverse needs, moving fluidly from metaphorical to literal use cases.

We crafted every element with intention to shape a style unique to Calm Sleep — from ethereal lighting behaviors and characters alive in action, to gradients that frame and tell stories. The outcome is a visual style that feels poetic and clear in its message.

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Every great system begins with intent. Before form or color took shape, we set out to define how Calm Sleep should feel: the stories it should tell and how they should be seen.

In the early ideation and sketching stages, we focused on shaping a design that weaved metaphor into the story without ever losing clarity. Once the message was defined, gradient and light came together to bring the system to life.