Catering to the neurodiverse consumer was paramount in creating the brand identity. Using an approachable sans-serif type to set the logotype and leaning into off-kilter lettering gives the brand a unique twist.

Research shows that neurodivergent users prefer high contrast colors for increased accessibility. At the same time they experience cognitive fatigue with very harsh colors. Using a dark plum color instead of black and pairing it with off-white grey tone will make content more digestible.

Bright gradients create an uplifting environment and provided further contrast, while signaling that this brand is here to change the narrative for the positive.