INNER EDGE
Visual brand designer
The goal of this project was to design a visual brand for a career coach focusing on a clientele that was leaving corporate positions and finding careers that better suited their needs. The clients were affluent and in need of a more peaceful job hunting experience and a career coach that was empathetic. The creator of Inner Edge wanted an elevated brand that was inspired by growth and inner peace.
Inner Edge uses soft greens and natural colors to depict a serene experience. The mood imagery also was inspired by nature, using stones and plants to symbolize growth and structure. Textures from human creations such as sculpture and textiles were added in to depict tangible creativity. Typefaces were picked due to their strength and modernity, but also for practicality for newsletters and future web development.
The client already had their name picked, so I helped with the visual storytelling piece. The process started with mood boarding and exploring imagery that was inline with the brand’s aesthetic. We wanted to create an easy symbol that was nature inspired and resonated with her clientele. I narrowed it down to a few storytelling options:
1) The journey of the client: A focus on nature and travel
2) the individuality of the client: A focus on the individual themselves, maybe represented in a unique fingerprint
3) A play in “IE” or id est: The client clarifying their vision for their future
MOODBOARDING
SKETCHING and exploration
In exploration, I sketched and brought in symbols to illustrator for further refining. Typefaces were also explored and Optima was eventually used for it’s friendliness and accessibility.
DECISION
Ultimately, the story of a mountain to represent a journey was most enticing to the client. Further exploration was required to see how to best represent the vision.
The type was kerned and finalized, with the ultimate logo being a small circle representing a person, mountain representing a journey, a sun representing truth and illumination, and the final star representing the achievement.
FINALIZATION
