CHANI
Project Type: Full Build
Company Stage: Startup
Deliverables: Product Strategy, Design, GTM Campaign
THE PROJECT
Chani Nicholas was already a trusted leader in astrology, with a dedicated online community. But existing astrology apps felt impersonal, overwhelming, or too transactional.
Our goal was to create an app that felt like an extension of Chani’s voice—deeply intuitive, emotionally resonant, and rooted in the wisdom and aesthetics of astrology’s rich traditions. CHANI disrupted the astrology app space by delivering a brand-forward, immersive digital experience.
Unlike traditional astrology apps, CHANI blended visually rich storytelling, intuitive UX, and deep content integration—creating a product that felt not just functional but deeply personal.
THE VISION
We crafted a design system and visual identity that felt as immersive as the content itself—one that blended historical symbolism with modern UI patterns.
Traditional meets digital—Illustrations featured plants, metals, and astrological elements, grounding the app in its esoteric roots.
Typography that speaks—Bold, decorative headings created a strong visual identity, balanced by a modern sans-serif for readability.
Color as a storytelling tool—A soft, grounding palette with vivid accents helped create a sense of ritual and presence.
Editorial-style layouts—Inspired by print magazines, we structured content for easy scanning and deep reading experiences.
OUTCOMES & IMPACT
CHANI’s success wasn’t just about great features—it was about deep brand integration into every aspect of the product. By merging highly intuitive UX with a strong brand identity, we created an app that resonated deeply with users, resulting in 10x revenue growth, 60-70% subscriber retention, and millions in annual recurring revenue.
It quickly became a cultural phenomenon, earning Apple “App of the Day” (twice), major press features (Vanity Fair, NYT), and organic celebrity endorsements (Lizzo shared it on Instagram). But more importantly, it became a trusted digital space, with users describing it as “feeling seen and held.” That emotional connection—rooted in brand-first design—transformed CHANI from an astrology app into a movement.