Willow
Willow: branding a social app for real-world sustainability
Willow
Willow
Willow
Role:
Brand system
Website design
Willow: branding a social app for real-world sustainability
Challenge
Willow is an early-stage app that gamifies sustainable habits: turning everyday climate action into something playful and rewarding. As co-founder, I led the brand identity from concept to execution next to the concept development.
Strategy
Sustainability messaging often feels heavy or guilt-driven. Willow needed a visual identity that felt light, optimistic, and playful without trivializing the seriousness of the mission.
The strategy was to position Willow as a companion, visually distancing it from the guilt-driven tone common in sustainability apps. We defined the brand around three attributes playful, grounded, collectible which became the filter for every design decision that followed, from color to iconography to how progress is visualized in-app
Result
The result is a cohesive identity that carries Willow's playful, grounded tone across every touchpoint, from the app icon to social content, making sustainability feel like something to engage with (and ideally closer to you)
Challenge
Willow is an early-stage app that gamifies sustainable habits: turning everyday climate action into something playful and rewarding. As co-founder, I led the brand identity from concept to execution next to the concept development.
Strategy
Sustainability messaging often feels heavy or guilt-driven. Willow needed a visual identity that felt light, optimistic, and playful without trivializing the seriousness of the mission.
The strategy was to position Willow as a companion, visually distancing it from the guilt-driven tone common in sustainability apps. We defined the brand around three attributes playful, grounded, collectible which became the filter for every design decision that followed, from color to iconography to how progress is visualized in-app
Result
The result is a cohesive identity that carries Willow's playful, grounded tone across every touchpoint, from the app icon to social content, making sustainability feel like something to engage with (and ideally closer to you)
