Amelia Saberwal of Kinesthetica Coaching needed a bold and inspiring visual identity to honour the work that she does - enabling her clients to overcome the seemingly impossible and conquer their worst fears, giving them the tools they need to design the lives they want for themselves.
The new brand identity needed to roll out across her website, social media, presentation slides and educational materials.
I worked through information architecture, content strategy, and user experience. A strong foundation in these areas was crucial to a successful final product, weeks before any visual design started.
Amelia had a lot of written content which needed reducing and reworking to be more inclusive. I edited industry jargon, abbreviations and reduced the amount of idioms and niche references, rewriting the content into simple language whilst being mindful of maintaining Amelia's personality and tone of voice.
I then created a site map to organise the overall structure of the site before creating wireframes to come up with logical and conventional layouts that would present information clearly and build familiarity with users. I had several goals for content: to communicate Amelia's story and mission, help customers and peers understand the different ways they can work with her, and logically present her different course offerings.
When designing the logo it was important to combine boldness with sophistication. The right-aligned typography conveys a sense of confidence and daring. At its core, a fluid and flourishing letter 'K' introduces femininity and graceful movement, symbolising growth and empowerment.
In crafting the visual identity, Amelia wanted to take inspiration from her favourite animal, a peacock! Bold, confident, and unapologetically free-spirited - much like Amelia's approach to coaching. The curated colour palette features vibrant hues and deep tones, strategically blended to create gradients that serve as accent colours. This dynamic spectrum symbolises notions of growth and transformation, encapsulating the essence of the brand.
