Overview
Present Learning is a new venture started by authentic relating coach and circling facilitator, Rossi Dimitrova. She currently helps people who are feeling stuck in their lives due to big transitions. She provides assistance helping her clients identify and resolve limiting beliefs that keep them from living more meaningful lives.
Services
BRAND STRATEGY & DESIGN
About the Project
Rossi wanted to rebrand her business. Together we took time to discover who her target audience is and what truly matters to them and her business through a thorough brand strategy meeting. I created an energetic and colorful brand for her and followed up with a handful of print and digital pieces. The identity included a various logos and marks, a couple patterns, a color palette and font recommendations.
Brand Keywords
Joy | Love | Community | Compassion | Authenticity
Brand Strategy
First, Rossi filled out a questionnaire that had important questions about her business, her audience and what makes her business unique from the rest. I also researched her competition and audience to gain even more insight into how they think.
After this, we met for an initial brand strategy meeting to further clarify any questions I had about the questionnaire. We also discussed what she is passionate about, her values, and how this makes her stand apart from other businesses.
Through this process, we established her brand’s keywords: joy, love, community, compassion, authentic relating, self-development, long lasting connections and clarity. These words are not only crucial when thinking about her business as she moves forward, but also important to use as a starting point for her brand’s identity. Another thing that emerged during brand strategy sessions was her business name. During one of our meetings, she identified that providing more learning opportunities for her clients was a key objective moving forward. This realization helped with the creation of her business name during the branding process.
Moodboard
Along with the brand strategy, a moodboard was created that encapsulated all the keywords and her audience’s essence. I wanted to convey a modern, joyful, spiritual and interconnected feeling to her brand. I focused on bright, happy, natural colors, modern typography, and joyful, communal images of people.
Brand Identity
Logo Design
The foundation of Present Learning is one of self-development and clarity. The lotus symbolizes spiritual awakening, self-awareness & rebirth. Because of this, choosing to use an illustration of the lotus flower for the primary logo seemed very appropriate. The leaves are overlaid on top of one another illustrating interconnection. This is a huge part of her brand’s spirit: community and long lasting connections. The illustration also uses multiple colors giving a feeling of energy and joy. Lastly, a rounded sans-serif font, was chosen for the brand to feel approachable yet modern.
Initial Sketches
Secondary Logo and Marks
A few other versions were created for more versatile use. A version of the primary logo was created in one color using an outline of the logomark instead of the use of solid colors. The logo is shown in various vertical stacked forms for times when the primary logo can’t be used. Marks are a great addition to the overall brand identity. They can be used as little details in print collateral, digital collateral like social media or packaging. Symbols or monograms can be used when the primary logo is not needed or in cases where the business name is already being used.
Logo in Use
Below are some examples of how the logo is being used in different print and digital environments.
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