Divergently
The first membership network for late diagnosed neurodiverse women.
Brand Positioning, Visual Identity, Creative Direction, Website Design, Collateral Design
Team Divergently: Kendra Koch Jr Designer: Ana Diaz Young
Catering to neurodiverse consumers guided the brand identity. An approachable sans-serif logotype with subtly off-kilter lettering adds a distinct, friendly character. Research shows neurodivergent users prefer high-contrast yet less harsh tones, so a dark plum paired with soft off-white improves readability and reduces fatigue. Bright gradients add an uplifting feel, enhance contrast, and signal the brand’s positive, narrative-shifting mission.
The symbol need to work on multiple levels that visualize Divergently’s tagline: Making the world a less prickly place to be.
World
(the brands epic mission to make people feel better)
Prickly
(because of how highly sensitive humans often feel in our world)
Counterclockwise
(because neurodivergent people operate on their own time)
