Everyone will face grief eventually. Keeper exists to help people navigate grief through mental health resources, journals, and the Keeper box. The Keeper box gives users the chance to collect and create important memories with loved ones. The brand was designed to reflect the values of being supportive, caring, and friendly. The client wanted the name and visual assets to steer clear of the usual grief related motifs so that users would be able to pursue grieving on their own terms, and in their own way. The name “Keeper” was chosen to reflect the mission of keeping the memories of lost ones alive.

• Brand Identity
  
• Brand Guidelines

Brand Desginer: Hannah Wang

The logo and wordmark were designed to fit together, or allow the logo to be shown on it’s own.  The logo is created from the eye of the “e” to create an abstract shape that resembles a rose and a flame, since roses signify love, memory, and renewal, while flames signify resilience and legacy. The wordmark incorporates the logo by having it sit above the “r” to create a rose. Ambit was the chosen typeface to maintain a friendly feel to the brand and paired with Otto to maintain a supportive and caring feel.

The color palette of the brand ties in to the theme of grief, but keeps it abstract and friendly. The gradients radiate out without explicitly being related to grief and are used as accent pieces.