Mortal is a new app exploring topics around mortality and death through guided contemplations.
The app’s mission is to explore these universal topics in order to help us live more fully in the present moment while growing more acceptance of our impermanence.
To support the company in its inception stages, a unique branding strategy was developed to reflect Mortal’s vision. This meant taking a deep dive into all things death: researching cultural trends (from entertainment to science to spirituality); looking into demographics and audience interests; exploring potential limitations and ways to break the taboo; and analyzing competitor offerings in the wellness space.
We decided on a brand framework that would focus on the intersection of duality, impermanence and mystery. This foundation would then take life through Mortal’s various offerings: its digital app, print magazine, and merchandise.