The frame.
A rounded square with one fine outline gives the mark the shape of an app icon and a seal, at home on a phone screen or a book cover.
Mura Circle
A luxurious identity for a self-awareness framework for parents: an M drawn through a circle, in deep teal and gold.
- Client
- Mura Circle · parenting framework
- Role
- Brand designer, solo
- Studio
- WeLaunch Design
- Scope
- Logo, identity, web UI, journal cover
- Live brand
- muracircle.com
- Status
- Brand live · UI proposed
- 01 · Problem
- Parenting resources rarely look premium. Mura had to.Mura Circle, a self-awareness framework for parents, had no logo. It needed to feel worth investing in from the very first glance.
- 02 · Solution
- Quiet luxury, built around one letter.An M cut through a circle as negative space, set in gold on deep green with refined serif type, then carried into a proposed website.
- 03 · Result
- Parents are signing up for the Mura Circle app waitlist.
A framework for parents finding their village, and a brand that had to feel luxurious.
Mura Circle is a self-awareness framework for parents at the intersection of burnout and awakening. MURA means “village”: a return to collective rhythm, emotional safety and real support.
I designed the identity in a brand sprint: the logo suite, palette and type system. Then I carried it into a proposed website and the Mura Journal cover.
[1] The Mura Circle Quiz[2] The Listening Circle podcast[3] Mura Journal
Hold the name in one mark
Mura and Circle together in a single icon that works from an app icon to a book cover.
Make it feel luxurious
Deep teal, gold and fine detail, so the brand reads premium at first glance.
Carry it to web and print
The same look across a proposed website, the quiz and a journal cover.
TeamMe, soloFormatBrand sprintStatusBrand live
The idea: a frame, a circle, and an M drawn by the gaps
The circle.
At its heart sits a circle: the Circle in Mura Circle, filled with the brand’s gold gradient.
The M, in the gaps.
The M isn’t drawn at all. It’s the space cut through the circle, so the letter and the shape read as one.
Frame, circle, M. One mark.
In gold on deep teal it leads the primary logo, sits above the MURA wordmark, and stands alone as the icon.
The identity system
A logo suite for light and dark surfaces, a palette led by deep teal and gold gradients, and a three-family type system.
Colour
Click a swatch to copy its hexTypography
Identity & main headersAnkoa Regular
Thin, high-contrast capitals for the wordmark and page titles.
Taglines & subheadsGalant Regular
An elegant second voice for taglines and H2s.
Body copyCormorant
Return to your rhythm.
Mura Circle, live
The identity out in the world: the podcast, the guided journal and the quiz app.
The proposed website
The homepage in a light and a dark direction, and the quiz pop-up that leads into it. Hover a page to scroll it.
Proposed UI. Some sections still carry placeholder copy and logos.
Parents are signing up for the Mura Circle app waitlist.
Since the brand went live, people are registering for the waiting list of the upcoming Mura Circle app. The Mura Circle logo now leads muracircle.com and the guided journal; the dark website UI shown here was delivered as a proposal.
ClientMura Circle
DesignAxel Apelo, solo
StudioWeLaunch Design
DeliveredLogo suite, identity, website UI proposal, journal cover