Discover Your Who

Categories:

Branding Illustration UX/UI Development

Project Team

Kristiana Vellucci

Branding, Illustration, UX/UI

Michael Laine

Development

Discover Your Who helps leadership figures who are feeling stuck learn to lead from an authentic place by uncovering their life's purpose. The goal of this project was to create a cohesive, welcoming brand identity and web narrative that would connect their coaching services, app and book while clearly communicating the company's mission.  The brand relies on simple shapes, strong yet calming colours and a green path to put potential clients at ease as they choose to embark on the journey of self discovery.

At the start of the project, the only thing we had to work around was the logo - a series of overlapping circles. Each ring of the circle was meant to represent a layer of the self that clients would dig into along their journey to discover their who.

Understanding the Landscape

To get inspired for this project, we looked at similar business and their visual tone and style. This also helped us determine how to differentiate Discover Your Who from competitors. This activity was our first lens into the founders of the business - quickly learning what type of design would resonate and what would fall flat. Next, we completed a number of workshops, to better understand the Discover Your Who coaching process and help build some potential brand identity directions. The following mood boards represent 3 directions we explored.

Warm & Earthy moodboard of various images including a beach, road trip scene, and scenic views.

Clean & peaceful moodboard featuring various design elements including a mountain landscape, text quotes, and branding logos.

Collage of various images including a mountain landscape, colorful graphics, and a book cover.

Collection of various digital documents on a black background

Building a narrative

When Discover Your Who first came to us, all they had was their circular logo. The circle was meant to represent the self and the various layers of circles were representative of the individual's journey inward. We simplified this icon further and used this as our starting point.  From here on out this circle will be referred to as the "Who".

Business and personal transformation

Discover Your Who offers business and personal coaching. Personal coaching allows the individual to look inward and align with their true self, while business coaching allows individuals on a team to align with each other through a greater purpose or goal.

We chose to depict these two coaching styles by grouping "whos" together and creating animations on their site that play with the layers aligning.

Circular design with concentric blue rings on a white background

Nine circular color swatches in various colors on a white background

Blue circular object on a green arch against a black background

The path to greater alignment

Throughout the site animation is used to represent an individual's movement and journey. A green path appears throughout the site that the "Who" follows as users scroll deeper into the site.