We positioned BaseLine as a nervous system regulation tool, not another wellness app.
Baseline
Brand identity and app design for a nervous-system regulation wellness app
Visual Identity
Design System
App Design
Social Media Design
Print Design
Merch Design
"The biggest breakthrough has been seeing users open the app and feel exactly what I wanted them to feel — calm, ease, warmth — without it ever being too clinical. I now feel like Baseline has the foundation it deserves. The brand doesn't just look good — it communicates something real. And that's given me so much confidence moving forward."
Marie | Founder
The Brief
BaseLine is a nervous system regulation app designed to help high-achieving people manage stress in real time. Created by psychotherapist and somatic therapist Marie, the app combines evidence-based tools with an intuitive user experience to help people move from overwhelm back to a regulated state in just a few minutes.
When Marie came to us, the product was still in development. She needed a brand identity, app direction, and visual system that could bring the concept to life, stand out in a crowded wellness market, and create an experience that felt calming, credible, and easy to engage with from the very first click.
The Challenge
Standing out in an overcrowded wellness market
The wellness app space is saturated with meditation, mindfulness, and self-care tools that often feel interchangeable. BaseLine needed a clear position that differentiated it from traditional wellness apps and communicated its unique focus on real-time nervous system regulation.
Creating a calming experience without feeling clinical or spiritual
Most wellness brands lean heavily towards either medical credibility or spiritual wellbeing. BaseLine needed to sit between the two, feeling evidence-based and trustworthy while remaining warm, human, and approachable.
Building trust before the product had launched
With the MVP still in development, the brand needed to establish credibility, generate excitement, and create confidence amongst early users, investors, and future corporate partners before people had even experienced the product.
The Strategic approach
Rather than competing with meditation platforms, we built the strategy around a simple but powerful promise: helping people return to baseline when stress takes over. The positioning focused on immediate support, scientific credibility, and real-world usability, creating a brand that feels like a trusted guide in moments of overwhelm rather than another habit users need to maintain.
The Creative approach
We designed every touchpoint to make people feel calmer the moment they opened the app.
The visual direction combined soft, calming colours, editorial-inspired typography, motion-blurred imagery, and generous white space to create a sense of ease and clarity. We intentionally avoided both clinical healthcare aesthetics and overly spiritual wellness tropes, creating a brand that feels modern, intelligent, and deeply human.
The Results
Complete clarity on the vision and direction of the brand
“The brand positioning work that we did together was definitely an ‘aha’ moment. Whilst I refined my positioning quite a bit throughout the process, the questions and discussions that I had about my positioning and how to frame this helped to shape the brand and bring my thoughts to life.”
A brand that perfectly captured the vision and felt instantly aligned
“I loved the design the minute I saw the first draft. Everything was exactly as I had imagined and so much more. Throughout the whole process Hannah and the team were collaborative, thoughtful and went above and beyond to support me throughout.”
A strong foundation that created confidence and momentum ahead of launch
“I am so glad that I made the investment. It’s set the tone for the business from day one, and I have had so many people reach out to share that they love the brand and its design. Having such a strong aesthetic across all of my touchpoints has helped give that extra edge and element of professionalism right from the start.”
Testimonial
"I came to Hannah because I had this vision for Baseline that I could feel but couldn't bring to life on my own."
"Working with her was smooth from start to finish. The communication was great, everything moved quickly, and I always felt seen throughout the process. She really got inside my head and understood what I was trying to build it never felt like just another project to her. If you're looking for someone who will truly care about your vision and bring it to life in a way that feels authentic and human, Hannah is your person."
Marie | Founder
