The House of Helena
The House of Helena is a living temple space established to lead the modern divine feminine to the remembrance of her Priestess power.
DESIGN SERVICESCreative Direction ✷ Logo & Visual Brand Identity Design ✷ Web Design ✷ Print Design — Published 2024
ABOUT THE REBRAND
Offering spiritual guidance sessions, as well as talismanic jewelry, poetry books, and more, The House of Helena had been operating offline and wanted an online space that weaved all of their offerings through one portal. The founder was guided to me and deeply resonated with my energy and ethos. Together, we co-created the visual expression of the business through the logo + brand identity design, website, and print materials.
SYMBOLISM OF THE LOGO DESIGN
The logo design is architectural and temple-like. The letterforms evoke classical Greek architecture—an ancient dedication to the goddesses that still stands today.
The H monogram represents Ionic columns and the High Priestess, an expression of the divine feminine who is seen in the tarot as sitting between two columns. The contrast within the monogram represents the duality of light and shadow.
Overall, the brand design conveys a balanced sense of masculine structure providing containment, support, and safety for the divine feminine. While also expressing a lush sensuality that conveys the energy the founder embodies in her life and work.
Through the brand strategy process, we unveiled the deeper meaning of the brand that provided a foundation for the direction of her logo and brand identity design.
Three goddesses guide the brand: the Love Goddess, Green Goddess, and Dark Goddess.
Representing the archetypes of the Maiden, Mother, and Crone, together, they create a dynamic expression of the divine feminine. They also represent the cyclical journey through Heaven, Earth, and the Underworld that is key to the spiritual path.
This translated to the creative direction of the brand identity through three motifs:
Sensual Glam: Representative of the founder’s past life as a jazz singer and an expression of the Love Goddess
Dark, Moody & Brooding: Dimly-lit, moody imagery conveys the Dark Goddess and the voyage into the Underworld necessary to expansion
Vibrant, Wild Nature: Bright colors add a playful and unexpected contrast to the predominance of dark sensuality, and represent the vitality of nature and the Green Goddess
FOUNDER ✷ THE HOUSE OF HELENA
You’ve captured me & the brand so well.
“I had tears in my eyes because I loved (the website) so much. Watching your walkthrough was magical. I love it—all of it, to be honest! It’s beautiful. I love the colors, the layout, how it all flows… you’ve captured me and the brand so, so well.”
