First, Study the Competition

To help this new business stand out amid competitors in the wellness space, I avoided overused choices like:

• Light green as a primary brand color
• A geometric sans as a primary display font
• Lotus flower or leaf logos

Two Mood Boards, One Concept

I crafted two mood boards so that my client and I could explore possible creative directions. This allowed Annetta to choose a look and feel that resonated with her before I developed a brand identity around it.

She loved both options but ultimately chose the Serene Renewal option because its tranquility would appeal most to her target audience.

What’s in a Brand Name?

Annetta had been struggling to choose an appropriate brand name, so I suggested one that:

• Clearly communicates the industry (an essential characteristic of brand names for new companies because they need to build recognition) but avoids the vague term “wellness”
• Is broad enough to encompass the range of holistic wellness services the company will offer
• Both evokes hope and tranquility and suits the elegant, respectful, and welcoming vibe that will appeal to the target audience

Not Just a Logo

I designed a full responsive logo suite to ensure that the brand identity can adapt to fit different spaces and contexts.

• The primary logo uses a stacked layout and features customized flowing typography.
• The secondary logo has a horizontal layout to fit wide and short spaces like the website header.
• The submark logo is an expanded version with an oval frame for use in larger areas, like on merchandise.
• The logomark offers a compact variation for use in small spaces where text may not be legible, like social icons or the website favicon.

Muted and Meaningful Colors

Because the best brand colors are evocative as well as practical, I used the list of brand values that Annetta and I defined together along with images of beaches, tropical retreats, and early morning photography as inspiration for the Golden Sunrise color palette. The result feels warm, tranquil, and elegant.

Brand in Action

In addition to the responsive Squarespace website, I designed a full brand guide, printable business cards with a gold foil detail, and inspirational mockups to prepare the brand for use in a wide range of contexts.