What's on your mind?
Categories:
Branding
Illustration
UX/UI
Art Direction
Project Team:
Kristiana Vellucci
Design, Art Direction, Illustration
Chrissy Vanderkooy
Copy
Michael Laine
Website Development
David Lenton
App Development
Discover Your Who helps leadership figures who are feeling stuck learn to lead from an authentic place by uncovering their life's purpose. The goal of this project was to create a cohesive, welcoming brand identity and web narrative that would connect their coaching services, app and book while clearly communicating the company's mission.
The brand relies on simple shapes, strong yet calming colours and a green path to put potential clients at ease as they choose to embark on the journey of self discovery.
At the start of the project, the only thing we had to work around was the logo - a series of overlapping circles. Each ring of the circle was meant to represent a layer of the self that clients would dig into along their journey to discover their who.
The results
To get inspired for this project, we looked at similar business and their visual tone and style. This also helped us determine how to differentiate Discover Your Who from competitors. This activity was our first lens into the founders of the business - quickly learning what type of design would resonate and what would fall flat.
Next, we completed a number of workshops, to better understand the Discover Your Who coaching process and help build some potential brand identity directions.
The following mood boards represent 3 directions we explored.
Our vision came together through a series of workshops
Building a narrative
When Discover Your Who first came to us, all they had was their circular logo. The circle was meant to represent the self and the various layers of circles were representative of the individual's journey inward. We simplified this icon further and used this as our starting point. From here on out this circle will be referred to as the "Who".
Business and personal transformation
Personal coaching allows the individual to look inward and align with their true self, while business coaching allows individuals on a team to align with each other through a greater purpose or goal. We chose to depict these two coaching styles by further breaking down "the Who".
The path to greater alignment
Throughout the site animation is used to represent an individual's movement and journey. A green path appears throughout the site that the "Who" follows as users scroll deeper into the site.
Awaken to purpose.
Surrender to what you discover inside.
Realize that your purpose is not rooted in what you do, but in who you are. Discover what is truly important to you and how to start living from that place of awareness.
Look back and let go.
Learn to shed what no longer serves you.
Deconstruct the limiting beliefs created by masks and scar tissue (which, by the way, we all have, so you’re not alone!). Overcome fear and self-doubt. Unhook yourself from what holds you back and break through the barriers standing between you and your dreams.
Close the gaps.
Break the glass ceiling in your life to experience epic success.
Live outward what you've discovered inside and close the gaps between the life you're living and the life you dream of. Experience lasting change in your daily personal and business life, and in your relationships with self and others.
Be the hero.
DYW is your new way to live with purpose and become the superhero thought-leader of your own life.
Align your thoughts, words, and actions with your WHO to lead a life of true purpose, prosperity, and fulfillment. Every day.
Making meaning out of shapes
Throughout Discover Your Who's brand collateral, various geometric shapes are used to create scenes, decorations, and iconography. The shapes have been kept intentionally simple to represent the transparency and trust people can have as they start the daunting process of self discovery.
The end result
Discover Your Who launched their new website, along with a refreshed app and a set of brand collateral with the new look and feel.
