Morpho
Rorschach-inspired brand identity that brings phobias
out of the shadows.
The Brand created to raise awareness about phobias that shape how people experience the world. Rooted in a Rorschach-inspired visual language, MORPHO explores the complexity of fear through abstract, inkblot forms that invite reflection and empathy.
DELIVERABLES
Brand Identity
Strategy
Digital Brand Manual
Social Media
Creative Direction
THE RESEARCH
The idea began with something personal: my lifelong extreme fear of insects. Over time, I learned I wasn’t alone. Many people carry fears that others dismiss because they haven’t felt them themselves.
My research focused on how fear
is perceived, both emotionally and visually. I explored psychological tools like the Rorschach test, whose abstract inkblots reveal the different ways our minds interpret emotion. This became the foundation for a visual language that reflects fear’s complexity.
Wordmark
MORPHO’s wordmark is rooted in the OT Bulb Monoline typeface, whose rounded forms echo the subtle goosebumps that come with fear. The circular base is more than a shape—it represents how fear grows and spreads inside us, sometimes consuming everything.
The shapes were inspired by the Rorschach test and its inkblot shapes that feel both abstract and emotional. This became the base for MORPHO’s visual identity as a reminder that we all experience fear differently, just like we all see different things in inkblots.
Each icon corresponds to one of the six categories of phobias
that Morpho addresses, visually representing these categories while acknowledging that the experience of each fear is subjective.
The shapes were inspired by the Rorschach test and its inkblot shapes that feel both abstract and emotional. This became the base for MORPHO’s visual identity as a reminder that we all experience fear differently, just like we all see different things in inkblots.
