Gripely · Brand identity, website and product design
How do you sell an app for your worst conversations?
Gripely asks couples, families and teams to bring their fights into an app. Most people hear that and say no thanks. The brand and the website had one job: turn that "no thanks" into "okay, show me."
- Brand identity
- Website
- Product UI
- Pricing
Doubt
The challenge
“Why wouldn’t we just talk it out?”
Skepticism first
Visitors arrive doubting the whole idea. The page has to answer that doubt before it sells anything.
Two audiences
Households working through something painful, and the therapists, coaches and mediators who help them.
Pricing without losing trust
Free and paid plans, laid out so the pricing page never undoes the trust the homepage earned.
Show
The website
Scroll through it the way a visitor would.
The Gripely website, section by section
Show it, don’t describe it
A real guided conversation sits next to the headline, so the method makes sense at a glance.
One step at a time
Three numbered steps, each paired with the actual interface. It reads like a walkthrough, not a pitch.
Answer the objection head-on
A side-by-side table takes on “why not just talk?” point by point.
A door for professionals
Therapists, coaches and mediators get their own section and their own invite flow.
Features by what you do
List, invite, discuss, resolve. Four plain verbs instead of a wall of features.
Real examples, then one ask
Everyday gripes show what it’s for. Then a single, clear button: start free.
Mobile
Just as calm on a phone
Every section was designed for a small screen, not squeezed onto one. The guided conversation, the steps and the sign-up all work with one thumb.
- Sign-up sits right under the headline
- The guided conversation runs full width
- Steps stack in reading order
Trust
People only open up when a tool feels safe. Every word, color and screen was chosen to lower their guard, not raise it.
The brand
A brand that feels human, not clinical
Playfair serifs over a calm navy and a warm coral. The overlapping circles stand for two people meeting in the middle, and they carry from the logo into the patterns and the product.
The results
Found by the people who need it
Each week of Google results from April to September 2026. Scroll to replay it, and see what we shipped along the way.
the week of Apr 6
Source: Google Search Console, weekly
- Apr 6Where it startedAbout 25 appearances a week. A new app with a hard idea to explain.
- 01 · Apr 20Guides on listeningThree connected guides on active listening, the skill the app is built around.
- 02 · Jun 8A page for therapistsRewritten for how therapists search, with a free plan for founding therapists.
- 03 · Jun 22Every page connectedLinks between related pages, so Google found the ones it had been skipping.
- 04 · Aug 4Pages for couples and co-parentsNew pages and guides for the arguments people actually search about, and the Help Center opened to Google.
- 05 · Sep 14Lighter public pagesThe sign-in code no longer loads on marketing pages, so they open faster.
The answer
A hard sell that people now find
In Google
- 8xtimes Gripely appeared in Google114 in May, 933 in the four weeks to September 27
- 20clicks a month from Google, up from none0 in May, 20 in the four weeks to September 27
A couple, a team lead or a counselor can watch a guided conversation unfold, see what each plan includes and start for free, without wondering whether the app will take sides.
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