My Heart Soil
A passion project taken from idea to brand, marketing site, and mobile app — entirely in-house.
- Project
- MyHeartSoil.com
- Scope
- Branding · Marketing site · iPhone & web app
- Role
- Everything, in-house
The challenge
Heart Soil started the way most good ideas do: as a vision without a single asset behind it. The idea was an app for the slow work of spiritual formation — organized prayer, daily journaling, Scripture that stays with you — with an interface designed for peace, not distraction.
No name treatment, no identity, no website, no app. That’s the hardest and most honest starting line there is. It meant every decision — how the brand looks, how the story gets told, how the product works in someone’s hand — had to be made from scratch, and had to agree with every other decision.
The approach
Branding & graphic design
We began where every journey should: identity. The heart-and-leaf mark carries the whole idea — a soul as soil to be tended — and it anchors a system of deep greens, warm darks, and classic serif typography that feels more like a quiet garden than a glowing screen. Logo, palette, and type were designed as one system, so everything downstream would feel like it came from the same hand. Because it did.
The marketing page
The public face at MyHeartSoil.com follows the same philosophy this site does: clean, fast, and focused on the visitor rather than the product. It tells the story — your spiritual life, beautifully organized — shows the app doing real work, and offers one obvious next step.
The app
Heart Soil ships as an iPhone app and a web app that works offline on any device. Prayer topics you can share with friends, Scripture attached to any topic, answered prayers tracked over time, a daily journal, and home-screen widgets that quietly draw you back through the day. Designed and built in-house alongside the site, it holds one standard: if a screen doesn’t serve the person using it, it doesn’t ship.
The outcome
Heart Soil launched with a complete, coherent presence: a brand identity, a marketing site at MyHeartSoil.com, and an app on iPhone and the web — every piece designed and built by the same team, with no hand-offs and nothing lost in translation.
That’s the point of the case study, and the point of New Journey Designs: one team, whole journey.
Your project could be next.
Whether you need a brand, a website, an app, or all three — we’ll carry it the whole way.
Start Your Journey