Thrivability Wellbeing Services

Thrivability Wellbeing Services (TWS) aims to help individuals, organizations, and schools thrive by providing evidence-based, person-centered, and holistic well-being coaching and workshops. They believe that everyone who needs better systems for self-care, self-compassion, and mindfulness should have access to well-being services.

In 2023, I worked closely with the founder of TWS to develop a brand strategy and identity. We started the project by hopping on calls to discuss her plans for TWS, this helped me understand her journey as the founder and the values of the brand. I also asked the client to work on a brand questionnaire which I use as the starting point for all brand projects.

The Brand Strategy

At the heart of every brand design is the strategy. Here I work with the founder to identify and articulate their values, positioning, unique value proposition, key message, personality, voice, tone, and creative direction of their brand. All these elements make up the brand strategy and inform the design process to follow.

On top of this, I also conduct my own research to understand the space TWS is in. This includes doing a competitive analysis and crafting audience insights.

The Brand Identity

For brand deesign projects, I typically present two concepts to the client. Each concept I present must align with the design objectives we identified in the brand questionnaire and the brand strategy we developed. For TWS, we decided to go with the “upbeat empath” concept. The founder liked this concept best as it fit the objectives and also felt closest to her.

This concept aims to feel organic, warm, and a little rough around the edges. We made use of humanist textures and a color palette that leans towards the warm side: reliable teal, peachy red, mustard yellow, and soft pastels.

The Logo

The logo consists of an icon and a wordmark. In the logo, we wanted to capture the essence of what TWS offers and its values. It marries the use of two ideas: the lotus and human connection. The lotus flower is a symbol of triumph over darkness and rebirth, while two petals of the lotus flower look like two humans reaching out to one another. For the wordmark, I used a sans serif font and added a bit of texture and roughness to keep it in theme.

Secondary Logos

I designed a set of secondary logos to offer the client flexibility. The logos could be used on merchandise and presentations.

Brand Templates and Illustrations

The client likes to use canva for her presentations and design-related work. It was only natural I created templates for her on canva! The templates all feature original shapes and elements that the client can play around with on canvas. The client requested illustrations related to topics and ideas she talks about in her talks and engagements. All the concepts are original and can be customized by the client on canva.

Check out Thrivability Wellbeing Services on instagram!