MoonLIT

Overview

We partnered with MoonLIT from day one to build their mobile app, brand, and content. Their team is dedicated to helping others realize the potential and power of understanding the moon. Our goal: build a cohesive brand identity system supporting web, social, and product design—all on a bootstrapped startup budget.

Problem

MoonLIT needed to launch with limited resources:

• Startup budget required maximum efficiency
• Had to support web, social, and product design simultaneously
• Design system needed to be simple enough for team to extend independently
• Brand had to work for moon-phase guidance without being too "woo-woo"
• System had to support future feature development the team would build themselves

Goals

• Build cohesive brand identity system on bootstrap budget
• Support web, social, and product design from single system
• Create extensible system team can build on without ongoing design support
• Establish brand that resonates with target audience
• Enable team to grow social presence and add features independently

Process

Partnered with MoonLIT from day one to build their mobile app, brand, and We partnered with MoonLIT from day one, working closely to understand their mission and audience. The key was creating a system that felt complete enough to launch with but simple enough for the team to extend.

We focused on:

• Core visual identity (colors, typography, key graphic elements)
• Reusable illustration system rather than bespoke art
• Simple component library for the mobile app
• Template systems for social media
• Clear documentation so the team could continue building with a focus on extensibility and simplicity.

Solution

Cohesive Brand Identity We created a unified visual system with:

• Deep purple and celestial color palette
• Mystical yet modern typography
• Reusable illustration elements (hands, moons, stars)
• Clear graphic style for social and product

Mobile App Design The app uses the brand system consistently:

• Meditation and guidance screens
• Moon phase tracking
• Daily prompts and insights
• User profile and settings

Extensible System The team has continued using the system to:

• Build strong social following
• Add new features to the mobile app
• Create marketing materials
• Grow the brand independently

Result

The result is a design system they've continued using to build a strong social following, new illustrations and photography, and new mobile features that stay true to the original intent.

The team successfully extended the system without ongoing design support, demonstrating its effectiveness and usability. MoonLIT launched successfully and continues to grow.