Ideas of harmony and well-being are the driving forces behind Mirage’s rippled, balanced look for Gewu

According to Gewu, well-being is far from a straightforward and linear process. Rather, it is a question of balance and reciprocity. Berlin-based agency Mirage teamed up with the forward-thinking startup to craft an all-encompassing brand identity and strategy. Based in Berlin, Gewu’s mission is to create a platform where individuals can share their personal experiences related to the mind, body, and soul. Mirage was tasked with visualising these interconnected elements and creating a look and feel that inspires people to contribute to a collective consciousness. In the design system, soft, textured gradients are paired with calming hues in a collection of circular shapes. This visual language reflects the ongoing, reciprocal process of achieving and maintaining well-being, a concept Gewu interprets as a balancing act involving the mind, body, and soul. The colours were chosen based on their associations with this trifecta. Mind – calmness and depth. Body – vitality, energy and passion. The soul – the most magical and dreamy level. Through trial and error, Mirage identified colours that work well together, no matter how, when or where they are used. “Gradients symbolise processes and the flow of life,” explains Founder Mike Piepers. They represent a journey from unclear to clear, from understanding the borders and boundaries of our interpretations. “In the centre of the circles,” he continues, “it’s vague; however, the borders become clear and give direction. This represents pushing the edge of our understanding.” Therefore the more opaque the colour is, the greater our knowledge is. “This reflects the soothing effects of Gewu – a platform providing knowledge and calmness, promoting tranquillity and awareness.”