True Living is a health and wellness coaching service in the Fox Valley area of Wisconsin. This client had some direction for visuals of the brand but hadn’t yet established the root values of the brand. We were able to come together to streamline the mission and purpose for True Living, to make sure the visuals fit both the client’s aesthetic, and the unique nature of the brand. Having cohesive variability was crucial to ensure there was a fit for all branding needs. Rather than going with one “logo,” we decided to focus on the beauty of a color system, font pairings, and versatile leaf trio.

Illustrator, InDesign, Adobe Draw

I began by checking out the logo mockup that my client sent over, which was created in Google Drawings. I used this to pull meaning from the brand, and to really understand it better, as the owner had some of these thoughts subconsciously while creating the initial logo mockup. We determined that her brand has three main avenues - mind, body, and soul. Her initial thought for this was to represent these elements as a triangle - and she quite enjoyed the idea of that shape, so I played with it for a while. When the design just wasn’t hitting the mark for me, I had a conversation with the client.

Sometimes it can be hard to fully immerse yourself in the creative process when the client already has an idea that they are set on - but when the triangle was not sparking a fire in either of our creative hearts, we decided it was best to go back to the drawing board and find something even more fitting to represent mind, body, and soul. This is when we really sat down and developed the roots of the brand - and how we can best represent them visually. This is when I created the first brand package for True Living. It was calm, inviting, and encompassed all the brand had to offer in a peaceful, visually stimulating design.

After a year, the brand and the client further streamlined their mission and aesthetic. I was able to create the logo and icon pack you see at the top of the screen. This started out as just tweaking the prior visuals, and playing with some color - but I’m so happy with how much more of a fit this feels for the brand after really getting to know the client. This project is a cool one, as we are still developing avenues to bring design into the brand, helping it to stand apart from the crowds, and push the mission forward.

Currently, I am developing the website for True Living. Stay tuned to check out the final product soon, and to see what other ways we decide to implement creative branding into the True Living journey!