JEWELS
BRAND STRATEGY ✷ CREATIVE DIRECTION ✷ LOGO & BRAND IDENTITY DESIGN
Jewels is an intuitive life coach and business mentor. Through coaching, leading retreats, and teaching, Jewels provides divinely-led guidance for the personal + professional growth of her clients.
She came to me to clarify her brand and establish a grounding structure for her business that would communicate her truth and support her growth.
Through her brand strategy, we aligned on her values, audience, and brand expression. I then translated it to a holistic brand identity with logos, fonts, colors, and visual direction.
Jewels’ brand identity was designed to evolve with her and allow for mutability. I intentionally created the logo mark to be used with various images placed within it, for an infinite, ever-changing brand expression that reflects her value of liberation.
To represent her value of prosperity, we developed a lush, vibrant brand identity with a vivid color palette and visual abundance through collage and photography. As a counterpoint, we utilize whitespace and visual harmony to uphold her brand values of balance and clarity.
Behind the Logo
Archetypes hold potent symbolism that transcends time and space. The serpent beautifully represents the deeper meaning behind Jewels’ brand. Snakes are a powerful animal totem that represent spiritual guidance and facing our fears. Across cultures, snakes symbolize life force energy, transformation, rebirth, healing, and power.
The serpent forms a letter J, serving as a monogram. The diamond shape further symbolizes Jewels’ name and represents her connection to her crown chakra and to the divine. The wordmark utilizes a font that echoes snake-like curves in its letterforms. It’s feminine, dynamic, and elegant—yet bold enough to stand on its own. It also provides a grounding balance to the monogram.
Color palette
Jewels’ palette features a collection of colors with clean, pure tones that all work together harmoniously. The bold, bright colors are intended to be balanced with neutrals and whitespace for a sophisticated expressions. Green signifies lushness and varies from neon to a deep emerald and even a variation of black, bespoke to the brand. Bright purples and pinks add a modern, playful, and feminine touch, contrasting and balancing the green.
Brand typography
Jewels’ branding features a dynamic type hierarchy. The type styles work together to lend visual clarity and interest to text, making her brand’s written content both easy to read and beautiful to behold.
The brand typography utilizes two styles of fonts—a serif and sans-serif, to provide contrast and balance. Both were selected from the same type foundry and share similar details and shapes, contributing to their compatibility.
Additionally, fonts were selected that contain many different styles and weights (e.g. bold, light, italic, etc.) to lend to the dynamism of her brand.
Testimonial —
I Didn’t Just Receive My Branding, I Received a Healing.
“No one can do this the way Anika does. Her expertise and professionalism enabled me to take myself more seriously in my business, while her nurturing presence allowed me to relax into the alchemical process of creating my brand. I didn’t just receive my branding—I received a healing.”
JEWELS ✷ INTUITIVE COACH
