Muse is a bold dating platform built for real women, not the algorithm.
It goes beyond swipes to create emotional safety, foster belonging, and inspire intentional connection among queer women.
Muse
Muse
Black*C
Strategy, Branding, UX Design, UI Design, Website, Web Application
Industry:
Lesbian app
Duration:
45 Days
Introduction
The dating world didn’t evolve, it just got noisier. Muse isn’t another app in the scroll. It’s a queer-first space built for real women who are tired of filters, fatigue, and being forgotten.
Muse was created to protect emotional safety, not just enable connection. It’s for presence, not performance. For truth, not tokenism.
With a grounded, poetic brand, we turned a dating platform into a feeling.
This isn’t just UX. It’s emotional design.
We anchored the experience in belonging, intimacy, and quiet confidence.
Muse rejects rainbowwashing and builds a home for those who’ve been excluded elsewhere.
From typography to tone, from onboarding to trust signals, every layer says: you’re safe here.
Muse isn’t just built for women. It’s built to honor them.
Most dating apps feel loud, sterile, or performative. Muse chooses differently — a palette shaped by psychology, not aesthetics.
Every tone is selected to signal safety, presence, and emotional closeness.
Dark Teal and Arapawa ground the brand in trust, steadiness, and quiet power.
Pale and Romance White offer breath and softness — a visual exhale.
Watusi creates intimacy through gentle warmth.
Flamenco adds emotional depth, like a held moment that lingers.
These aren’t decorative choices.
They’re how the brand makes your nervous system feel safe.
Color, in Muse, isn’t styling.
It’s how we say: you’re safe, you’re seen, you can stay.
Wordmark:
A pure, serif wordmark - no symbols, no noise. It centers identity without decoration, allowing the name to carry quiet power and presence.
Typography:
Set in Test Domaine, chosen for how it feels, not just how it looks.
Serif signals intimacy and trust. Sans brings clarity and modern restraint.
Colors:
Dark Teal and Arapawa ground the brand.
Pale and Romance White create softness and calm.
Watusi and Flamenco introduce warmth and emotional closeness.
Structure:
Minimal yet emotional — the design avoids visual clutter, letting space and softness do the work. Every element whispers, not shouts.
Overall Essence:
Muse is designed to feel like presence, not performance. A brand that doesn't just show up — it stays with you.
We didn’t choose an aesthetic. We built a feeling.
Muse’s brand is grounded in psychological positioning, not visual trends. The Lover archetype drives closeness, resonance, and the deep desire to be understood.
The Caregiver creates emotional safety — a space to land, soften, and stay. This wasn’t about taking space.
It was about holding it — gently, intentionally, and with care. From logo to layout, Muse is designed to feel like presence — not performance.
Muse doesn’t use symbols to shout. It uses a wordmark to whisper with intention — across every format, every screen, every touchpoint.
By repeating the same mark consistently, we create emotional memory — like hearing the same melody until it feels like home.
Its confident placement builds trust without needing noise.
And by avoiding icon clutter, we let the user’s eye rest, and their mind connect.
As a result, we’re not just building recognition — we’re building resonance, safety, and quiet brand conviction.
“Muse isn’t just branding, it’s recognition.”
For every queer woman who’s felt too loud, too quiet, or too queer to fit, Muse offers reflection instead of rejection. It doesn’t ask you to perform or explain, it simply holds space.
This brand was built not to impress, but to remember you.
Because what you’ve always needed isn’t decoration. It’s home.
Client / Muse 🏳️🌈
Project / Branding, Identity System, UX Strategy, Product Design, Emotional Positioning
Black*C 2025© All rights reserved.
Let’s build what feels like home:
Creative Director – Tanvi Jadhav
Graphic Designer – Khemchandra Mistari
Through intentional color psychology, affirming typography, and a wordmark that whispers instead of shouts, we crafted a brand that doesn’t just speak to queer women.
it speaks for them.
Every element was chosen to reflect a lived experience.
Every detail made to feel like being understood, without explanation.
This isn’t the whole story. The product carries the magic.
