Ludi — Brand Strategy & Identity for a Lifestyle Movement
Fletch
Published
Ludi is a tech-lifestyle startup built to hack the psychology of the daily grind — turning the boring parts of everyday life into a net positive for both mental and climate health.
The challenge was translating a lofty, philosophical vision into a cool, magnetic lifestyle brand. Mental health and climate change can easily sound preachy or exhausting. The brief was to avoid that entirely — to build something people actually want to be part of.
I worked across strategy, identity, and activation. Strategy shifted the narrative from a chore (saving the planet, fixing your mood) into a game (injecting play into daily life). We defined the early adopters and built the foundation to draw in customers, employees, and investors alike.
The identity ditched the soft, muted aesthetics usually associated with wellness and climate brands. Instead, it leans active, optimistic, and unmistakable — designed not just for the company, but for the community proud to wear the badge.
Activation rolled across digital and physical touchpoints: website, t-shirts, packaging, and ad and social templates. A complete toolkit to turn passive scrollers into active participants.
#graphicdesigner #photo #webdesigner #designer #branding #brandstratgey #brandidentity #branddesign #creativedirection