Project Goal: Create a typography-based brand identity centered around two random letters.
Audience: Adults looking for relaxation or struggling with mental health.
Art Direction, Typography, Brand Identity, Photography, and Photo Retouching
Branding & Identity
Serenity Willows
Serenity Willows is a mental wellness retreat based around the two random letters I drew, s and w. The brand’s goal is for users to engage in an internal journey of growth and healing by focusing on time with oneself and nature.
The vibe is cozy, organic, nature-inspired, warm, and handmade. As a result, the business feels personal, intimate, and caring like a supportive loved one rather than cold and detached like many of mental health businesses. The imperfect pattern emphasizes the humanistic qualities of the brand, providing texture and comfort.
Calming Blues
The blue color scheme reflects the calming vibe of the brand. Nature has blues in the sky and sea. While the retreat has many outdoor spaces emphasizing time outdoors, the indoor areas also reflect the cozy times during rain when you cuddle up with a book and a blanket. As a result, the blue color scheme creates a relaxing connection with the world around us.
Cozy Oranges
The orange color scheme reflects the cozy vibe of the brand.The brand’s desire is to feel intimate and personal like a close loved one. The retreat uses warm mood lighting to feel soft and calming. This draws on memories of cozy fires and candlelight. As a result, the orange color scheme represents how a cozy environment can improve the mind and body.
