Case Study: Redefine Wellness

Danielle from Redefine Wellness reached out to me to design their logo and overall visual brand. Something empowering, healthy, positive, inviting, and unique.

Starting from scratch, they needed something that stood out from what everyone in the area was doing and made a strong first impression. 


I start each design project by giving my clients an in-depth questionnaire about their business and brand. Using the questionnaire allows us to go over all the details that make their brand stand out. This ensures we're on the same page before we even start the design process.

Danielle identified her ideal clients as "mostly (young-ish) mamas who focus on living full and intentional lives. They want to feel stronger and empowered but need a helping hand to get there." 

She also used these buzzwords to describe her brand: 

This is so important because by understanding who your audience is inside and out you're able to tailor everything you do exactly for them. Creating loyal, raving customer. 

While doing my research I noticed many of their competitors lacked a sense of personability. The goal was is to leverage the ‘wellness’ in the company name to add that personability and humanity to the brand. 



I began to build a brand board that would serve as the guide for the rest of the branding. 

I focused the imagery and color palette to be strong, energetic, and empowering while still remaining feminine. The purple and blue colors bring power expertise, and stability while the green and turquoise colors add a sense of health and growth to the palette.

Logo concepts

Once the brand direction was approved, it was time to start working on the logo design.

The direction was aimed to reach out to women where they are and not intimidate them with overpowering typography and color like other fitness programs. At every step of the process is a good idea to return to the goals and direction of the project to make sure your headed down the right path.


Based on the brand direction I focused on creating a logo and visual identity that was centered around a personal human element.


My first task was looking at some refined brush-style type to properly reflect the human nature of the brand. 

Once I had the style I was looking for I then needed to take the logotype and and refine it so it was more customized and legible. 


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Pairing the hand-brushed type with a bold sans serif font for the tag line and alternative logo helps create a sense of strength within the brand identity.


The sub marks and logotype were then used on customer touch points (like business cards, letterhead, social media, etc.) to complete the brand system.

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Matt Simon