EBB & FLOW

LOGO & BRAND IDENTITY DESIGN ✷ CREATIVE DIRECTION

Ebb & Flow is the holistic coaching practice of Emma Brinkman, whose initials happen to be EBB. (Talk about being aligned with your purpose!) As a Somatic Menstrual Cycle Mentor, Emma connects women to the power + wisdom within their bodies through cyclical living and embodiment.

Looking to create a more aligned, cohesive brand, Emma came to me seeking guidance for evolving her branding to attract a sophisticated audience. She decided to begin with my Brand Discovery Guide to clarify her direction forward. With a clearer understanding of her brand expression + her audience, we realized that the symbolism of her brand was still relevant, but the execution needed refinement.

BEFORE

AFTER

About the logo & brand identity design

When she started her business, Emma hired a designer on Fiverr to create her logo and “never considered all the other elements of my brand identity like color palette, fonts, and so much more, ugh! Now I feel like I’m starting from ground zero again.” She was really unhappy with her former color palette, as she felt the soft pink was too juvenile for her target audience. She also wanted her brand to feel more embodied, mature, and refined.

Serving as a natural evolution of the Ebb & Flow brand, the new logo incorporates the same symbolism as the original design in a fresh, more versatile and striking way.

Contained in a circle (representing cyclical living), we see a woman at peace, facing the moon—illustrating embracing the ebbs and flows of her life, like the moon itself. Her hair turns into the waves in the background, further representing the embodiment of this concept.

The wordmark utilizes a sophisticated serif font that has been customized to soften the edges of the letterforms. The ampersand (&) has also been altered to include a droplet, symbolic of menstrual blood, water, and the flow of life.