Project Details
Art Director for Video-shoot, Brand Identity, Website, Designer
WholeHEART Awakening creates space for individuals, couples, and groups to experience bliss through deep dives, amazing travel, life-changing spiritual retreats, impactful courses and workshops, and powerful 1-on-1 work.
I refined their logos, created a brand ID system, and built a responsive website that allows them to easily manage the courses, trips, retreats, and services they provide.
OVERVIEW
Brand & Logo Design
Assess their current logo and website. Develop the organizations visual direction and messaging through comprehensive brand strategy. Revamp their existing logo and create a clear visual identity system.
Website Design and Development
Design and develop a responsive website where people can easily learn about and sign up for their courses, trips, retreats, and services. Include FAQ sections and automate their client onboarding and event payment and coordination.
The Brand Process
Brand Identity & Strategy
Competitor Analysis
Client & Customer Archetypes
Visual Direction
Moodboard & Color Palette
Word Mark Refinement
Logo Icon Refinement
Logo Package
Brand Guidebook
Art Direction for Videographer
BRAND STRATEGY AND PARAMETERS
Goal
Revamp of their brand and website, ensuring a cohesive brand experience that is aligned with their values and mission.
Brand Adjectives
Embodied
Blissful
Playful
Peaceful
Intimate
Visuals
Clean
Simple
Modern
Royal
Bright
Peaceful
Moodboard & Color Palette
Original Concept
Original Concept
Alternatives
Final Color Palette
Logo
ORIGINAL LOGOS
Problem Points:
The original logo was unreadable when sized down, due to the intricate circle element placed over the "o" in "whole". The height of the dragonfly element posed issues as well, making it difficult for the logo to fit and remain legible in varying locations. They did not have any other logo sizes or alternatives.
The clients wanted to keep as many of the elements as possible. I aimed to bring refinement, symmetry, and simplicity to the logo, icons, and wordmark. They would receive varying sizes of the new logo to meet all of their size and legibility requirements.
Goals:
NEW HORIZONTAL CONCEPT
Iconography Refinement
needed symmetry
clean it up by taking away an inner circle
Keep this icon as a decorative brand asset, since this symbol is used often in similar brands and difficult to make out the details when sized down.
needed symmetry
Make this the primary icon, since it is unique and has a powerful origin story that created the foundation for WholeHEART.
Original Website
