Ebb & Flow
Ebb & Flow is the holistic coaching practice of Emma Brinkman (whose initials happen to be EBB). As a women’s wellness coach, Emma connects women to the power and wisdom within their bodies through cyclical living and embodiment.
DESIGN SERVICES
Creative Direction ✷ Logo & Visual Brand Identity Design ✷ Graphic Design
ABOUT THE REBRAND
Emma came to me ready to evolve her brand to reflect a more mature and sophisticated presence. While the original symbolism still resonated, the execution no longer matched her growth. Her first logo, designed quickly on Fiverr, lacked the depth and cohesion she now needed. The soft pink palette felt too juvenile, and key brand elements like typography and tone had never been considered. We refined her identity into something more grounded, intentional, and reflective of the embodied woman and brand she truly is.
BEFORE
AFTER
SYMBOLISM OF THE LOGO DESIGN
Serving as a natural evolution of the Ebb & Flow brand, the new logo consolidated the symbolism of the original design in a more sophisticated and striking way.
Contained in a circle—representing cyclical living, we see a woman facing the moon. At peace, this illustrates a woman who embraces the tides 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 thoughtfully refined to soften the edges of the letterforms, evoking a more feminine feel. A circular variation of the brand name serves as an alternate logo, offering flexibility across applications.
The ampersand (&) has also been customized to include a droplet, symbolic of menstrual blood, water, and the flow of life. This also functions as a secondary brand asset, reinforcing the brand’s identity and deeper meaning.
Intuitive Understanding
“Anika brings an intuitive understanding and refined sense of aesthetic to the design process. Her communication is always thoughtful, she provides excellent feedback and has a wealth of marketing wisdom she generously shares. If you are considering working with Incandescent Creative, you will receive not only a beautiful brand identity and logo, but also a guided, deep dive into the meaning and purpose of your business.”
EMMA ✷ WOMEN’S WELLNESS COACH