Lull
Creative Direction — Lull — 2024
Full creative direction for Lull, an AI-powered meditation app that adapts in real time to how you breathe, move, and respond. I built the brand from zero — naming, identity system, visual language, and product positioning — then carried it through every surface: app UI, marketing site, App Store presence, and campaign assets. The visual direction leans into darkness and negative space on purpose. Meditation apps tend to default to pastel gradients and stock nature footage. Lull goes the other way — muted golds, deep blacks, and atmospheric textures that feel closer to a listening room than a wellness brand. The logo system uses a layered waveform mark that references both sound frequencies and the concentric ripple of focused attention. The web experience at lullme.app was designed as a single narrative scroll — no navigation maze, no feature comparison grids. You land on the thesis, see the product in context, and either get it or you don't. The app screens follow the same restraint: typographically driven, minimal chrome, content-forward. Every interaction was designed to lower stimulation rather than compete for it.
creative direction, brand identity, web design, wellness