INNERCHECK
A complete brand universe for a micro-pause app, built from the ground up. Identity, product, web, and social, all of a piece.
WHAT WE DID
- Branding
- Product Strategy
- UX/UI
- DESIGN SYSTEM
- APP DEVELOPMENT
- LANDING PAGE
- SOCIAL MEDIA
- CARD DECK
InnerCheck is both the product and the philosophy. As founder, I came with a clear conviction: most wellness apps optimise you. Track you. Grade you. InnerCheck was to be the antidote: a 3-minute daily check-in that breaks patterns of overdoing and asks only one thing: how do you actually feel right now?
So I built it myself. The brand, the app, the landing page, the Instagram, the reflection card deck, the design system. Every piece had to feel true to the same idea: small pauses change the direction of a life. No pastels. No guru tone. No streaks. Just warm, human, slightly rebellious. A wise friend in your pocket.
The Challenge
The wellness space is flooded with pastel minimalism, childish cartoons, or productivity metaphors and clinical UI. Standing out meant leaning into warmth, bold colour, and real personality, while keeping every touchpoint calm enough to actually feel like a pause, not another dopamine hit.
The Approach
Design a complete brand universe rooted in playful illustration and expressive colour, then build a rigorous system that scales from app screens to landing page to social content to physical card decks: all unmistakably InnerCheck.
Brand identity
A symbol that sees you.
The logo mark is an abstracted eye cradled in a heart-like form — watching inward, not outward. Bold, warm, and slightly strange. Exactly right for a brand about turning your gaze on yourself.
The wordmark uses a custom-weighted sans-serif with an intentional capital break that feels both solid and alive. Light and dark background variants ensure it holds in every context.
Colour Palette
Warm. Bold. Alive.
No gradients. No clinical white. The palette draws from warm sand and earthy tones, punctuated by a bold orange, a grounding blue, and soft sage. Each colour earns its place. They work together like morning light, not a screensaver.
Sand
Charcoal
Sage
Orange
Blue
Gold
Typography
Type with a personality.
Three typefaces, each doing its job. Rammetto One brings the personality: chunky, round, warm for headlines that feel like a hug. Young Serif adds editorial grace for longer-form moments. Nunito grounds the interface with its friendly, approachable curves. Together they read exactly like a wise friend who also cares about kerning.
"I built the brand the same way I built the product: by asking what actually feels true, not what the wellness market expects. The brief I gave myself was simple: no pastel, no guru tone, no streaks. Just honesty."
Illustration Style
Imperfect by design.
The illustration system is hand-drawn, primitive, expressive. Animals, plants, celestial shapes, and everyday objects rendered in flat colour with visible personality. Nothing is over-polished because InnerCheck isn’t about perfection.
Not refined. Zero apology. When everything in your life is supposed to be perfect, choosing messy is an act of rebellion.
App Design
Every screen is a quiet room.
The design system governs 10 screen categories: onboarding, home, check-in, journal, mood insights, account, profile, subscription, premium, and daily reminders. Each one designed to feel like a moment of arrival, not a dashboard to manage.
The check-in flow is the heart: a question, a breath. Journal and mood insights reward consistent use without ever making you feel scored. Daily reminder screens in warm gold feel like a gentle tap on the shoulder, not an alarm.
Design System
Built to scale easily.
A full Figma design system underpins every screen, including colour tokens, typography scale, component library, spacing rules, and a custom icon set. Built with one constraint in mind: everything had to feel warm and human, never algorithmic. The icon set uses primitive, rounded forms, drawn by hand, then refined. They sit between illustration and UI.
Landing Page
Copy that does the work.
The landing page at innercheck.online serves a single purpose: pre-launch sign-ups., inviting people who’d never heard of InnerCheck without making a single promise about fixing, optimising, or transforming their lives.
The writing matches the brand all the way down: short sentences, dry wit, zero jargon. Headlines like “Take 3 minutes for yourself. Yes, even today.” and FAQs like “Will it annoy me with notifications? Only if you ask nicely.” speak directly to the audience’s real internal monologue.
Instagram @innercheck.online
A community who advocates for self-care.
The Instagram content mirrors the brand philosophy: no performance metrics, no hustle culture, no before-and-after. Content pillars are emotional recognition, pause invitations, reflection prompts, and overthinking awareness. The kind of posts that make someone stop scrolling because they feel seen.
The visual language carries the brand consistently across the grid: illustration cards, the InnerCheck palette, the same warm-but-direct tone throughout. The goal is to grow like a movement and ignite inner shifts, one post at a time.
What Was Delivered
From idea to ecosystem.
01
Brand Identity
02
App UI Design
03
Design System
05
Instagram Presence
06
Illustrations
EARLY TESTERS SAID
“It’s the first self-care tool that doesn’t make me feel like I’m failing at being calm.”
Alex
“I don’t have time for long routines. This fits into my day without becoming another task.”
Camille
“It helped me notice what was actually going on instead of just pushing through.”
Jordan
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