INNER EDGE
brand logo and guide designer
The goal of this project was to design a brand for a career coach focusing on a clientele that was leaving stressful corporate jobs and finding positions that better suited their needs. The clients were affluent and in need of a more peaceful job experience. The creator of Inner Edge wanted an elevated brand that was inspired by growth.
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 logo is simple, with the bottom circle representing the individual, the mountain representing their struggles, the large representing a new opportunity, and the top circle representing the finish line.
