Ana Yun - Identity Development

The challenge: to create an identity and a branding package for a new entrepreneur coming into a saturated space. The branding should convey how powerful and confident this individual is and also be flexible enough to adjust with the person's future growth and evolution as a life coach and a business consultant.

My role: Design consultant, art director, designer.

My process: The process is fast-paced, done in a few phases:

Research • Design (Round 1) • Design Iterations (Round 2) • Finesse • Deliverables

Research Phase

I approached the research phase of this project with much excitement, as growth and self development are my personal area of interest. I researched what current coach and therapist logos look like, and also what overall branding and websites within this space looks like.

I presented everything I learned to my client and offered her three possible directions of what her brand could be. Playful, Elegant, Strong, or a combination. I also proposed a few color schemes and a photography mood, based on our conversations. Here are a few pages of my research presented to Ana:

Chosen Direction & Proposal

Ana was impressed by the quick and thorough research presentation which helped her hone in on the vision for her brand. Together, we came up with a proposal for moving forward:

Design Phase - Round 1

This phase is my playground. I explored shapes, typefaces, and compositions. I focused on designing a few options for logo marks and started the website layout.

Design Phase - Round 2

Once Ana selected her favorite logos, I showed her what they might look like in the applications she planned to use them in: home page and business card. Seeing the logos in context helped her sele3ct the one she loved the most.

Finesse Phase and Deliverables

Once the logo was selected, I focused on finalizing it in different sizes, vertical and horizontal for desktop and mobile use, and I created brand guidelines. I also worked with Ana to create content for her website.