Crafting a unique brand for a life and wellbeing coach

Mindful Transitions is a new business with a fresh approach to coaching. Owner Katherine uses positive psychology principles to help people navigate major life transitions like motherhood, career changes and small business management.

Visual Identity Design
Visual Guidelines
Brand Stationery
Mindful Transitions

Brand Discovery

When Katherine approached us to deliver a new brand for her small business, Mindful Transitions, she knew she needed more than a logo—she needed a whole visual identity that could be applied across all of her promotional materials. As with all small businesses, her funds were tight, but she had enough to invest in getting the visual aspects of her brand professionally designed.

We began by discovering a bit about the brand Katherine had already developed, discussing the Mindful Transitions brand personality, ideal audience and point of difference, as well as her taste preferences for her visual identity.


For the logo, we selected the “M” from ‘mindful’ and created a flowing, ribbon-like mark that can be used in a variety of applications. The logo pairs flowing, custom lettering with a more structured sans serif font to get a nice balance between Mindful Transitions' professionalism and their personalised, empathetic approach. 


Colours & Imagery

The colour palette chosen for Mindful Transitions' brand features bold, warm and vibrant colours, paired with lots of crisp white and cool grey to maintain a sleek and modern look. Similarly, we used sans serifs Futura and Helvetica Neue to achieve a clean, light and modern feel with the typography styles. Imagery is essential for setting the right tone for a brand, and for Mindful Transitions the mood is friendly, calming, uplifting and optimistic. The photography style chosen features soft, natural daylight with colours like whites, blues, greys and greens being used most often, while warmer hues are used more sparingly to add interest.

Brand Guidelines

In addition to a custom logo design, we recommended that Katherine invest in some visual brand guidelines to ensure that she maintained consistency across all of her promotional channels. This is especially important as Katherine will be responsible for creating a lot of her own visual materials.

"They not only met but exceeded my design brief & worked with me to keep costs within my budget. Nothing was a problem and I felt supported."
Katherine Bruce
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