Problem & Strategy: The owner of Planted Pilates came to me with this beautiful vision to connect women of color with the practice of Pilates and the teachings of holistic wellness. However, she lacked a firm brand strategy and had no brand identity to begin with. To set her business and dream up for success, we first had to start with developing a solid brand strategy, then moved on to design her brand identity to pull everything together.

Execution: Together, we dove into her brand’s main pillars — her mission, purpose, core values, and business goals. After studying these essential components of her brand, I put together a full brand analysis and strategy to ensure her business excelled. Within this strategy, I analyzed her competitors in the wellness space, honed in on her target audience, clarified the ideal client personas, identified her brand’s archetype, determined her brand’s tone of voice, and so much more. Once we had a solid brand strategy, we progressed into the design phase. With a structured foundation and deep understanding of her brand, I then curated her color palette, typography, and a sleek logo suite with subtle, organic touches to tie back into the original brand strategy.