akari coaching brand refresh

TLDR

I started a business in life coaching. I created everything there was to create for this business from scratch, including the social media content, logos, and website, and I consider that to be the beginning of my graphic design journey.

This was my niche:

I helped newly single women to move forward after a breakup and focus on their independence.

Once I became a designer, I thought it would be a cool exercise to see what I would do differently with the knowledge I have now.

On the left is my old branding. I didn’t know too much about how to create a full brand back then, so found a template and just went to town adding things I liked.

On the right, is my chosen concept. I chose this one because it encompassed the personality of the client (me), the colours, elements and imagery that symbolised growth and personal development, which is the essence of coaching.

brand strategy

About

Post-breakup mindset coaching. Not a relationship coach.

Mission

To empower women to live an independent and unapologetic life; on their terms.

Goals

To help women see the power they have in making their lives into whatever they want.

Competitors

Several female empowerment coaches such as;

Emmy Brunner - emmybrunner.com
Maggie Edwards - maggieedwards.com

None focussing specifically on post-breakup to move forwards independently, without relationship coaching.

Target Audience

Newly single women, who are in need of a helping hand to rediscover their independence and goals separate to their love lives.

For the new branding, I tried a few options that were completely different directions. I chose the following to pursue;

design direction

Bright, unapologetic, empowering

Delicate, pastel colours, elegant lines

Modern, hopeful, nature, makes you reflect

I chose this option because I wanted to go for something that showed my personality, while revamping how that comes across to my target audience.

The niche I picked was heavily influenced by my own experiences so adding my own quirks, likes and dislikes was important to me.
I decided to stay loyal to that in the refresh, put it across in a way that’s more cohesive, sleek, and has a bit more symbolism to speak to my ideal client.

chosen concept

For the logo and elements, I wanted to continue the themes I was finding in the imagery. I liked a lot of images that represented growth, overcoming difficult things in life and seemed to make me want to reflect - for example images of mountains and cityscapes. So I decided to extend that symbolism to the logos, and a version of it in the elements too.