Purple Garden
The sensory screen: Giving shape, and type, to a transcendent experience.
What we did
Industries
This project started with a séance. But more on that later.
Purple Garden connects people with spiritual practitioners, and brings the living, breathing feeling of sitting across from one to your phone or laptop.
It sits in a $2.3 billion spiritual services category, an ancient industry facing two distinctly modern problems. Today, most psychic websites are stuffed with visual clichés, and urgency has become a default: Book fast. Get answers. Act now.
So we set out to bring the magic back to the experience, creating
a brand identity that taps into the connection, uplift and even transcendence a good reading can give you. One you can return to, tend to, and grow with.
Back to the séance. To kick off the project, we held one with a Purple Garden practitioner who guided us through automatic drawing exercises inspired by the artist Hilma af Klint. It taught us to trust our intuition and put the intangible experience of spirituality on paper.
A Living Practice
Purple Garden is for believers of the bigger picture. The people who already know what spiritual guidance can give them, and want it to be part of everyday life. The brand idea, ‘A Living Practice’, speaks to this audience directly. It puts human connection at the centre and celebrates the slow, steady work that leads to true clarity.
The brand world carries echoes of the automatic drawings we first created and sets out to make the felt spiritual experience visible.
The logo system is flexible for any scene or screen. The ornate wordmark is crafted with digital in mind, while the glyph acts as brand shorthand in smaller spaces.
Purple Garden offers immediate guidance and the depth of an ongoing practice. To reflect this, the brand's voice is built on a core duality: Active Contemplation. It knows when to move you forward and when to slow down in warmer, reflective moments. Both sides work to meet you where you are, and stay with you.
It’s no surprise that a brand called Purple Garden leads with purple. But in spiritual services, purple is a minefield. Almost everyone uses it, and almost always in the same bluish tone. Purple Garden goes warm to bring a sense of life, with seven purple hues that flex across different moods and moments.
The secondary palette draws on the celestial rhythms of dawn, dusk and moonrise, reflecting shifting emotional states and the cyclical nature of spiritual practice.
Crafted by hand. Charged by screen.
To build in a sense of delightful unpredictability, we moved back and forth between traditional design tools and AI, allowing assets to shift and evolve as we went.
Inspired by cymatic patterns and atomic systems, Living Type embodies continual growth and a sense of revelation.
We looked to the world of science and the cosmos to help us visualise the exchange of energy experienced during psychic sessions.
A sense of charge and energy finds its way into the smallest of moments, digital elements feeling alive with solarised flourishes.
Order within the organic
Living Practice takes shape through layout, using organic, layered compositions to express deeper insight and the interconnected forces at play in the world around us. An underlying design system balances creative expression with the rigour needed for teams to adapt the brand cross-platform.
M&S
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