The Intuitive Boss

PROJECT TYPE
Logo Design

CLIENT:
The Intuitive Boss

INDUSTRY:
Coaching

Overview:

Run by photographer and mentor extraordinaire Miriam Bulcher, The Intuitive Boss is a new kind of mindfulness-based coaching service that aims to teach entrepreneurs to lead with trust, curiosity, and compassion for one's whole self.

When Miriam asked me to design a visual identity around this noble ethos, I jumped at the chance. As an entrepreneur myself, I know first-hand the joys and perils one faces when trying to launch their own business. Between bouts of imposter syndrome and the elusive search for something called "work-life balance," it can be really hard to find your footing, even after all these years.

In keeping with The Intuitive Boss' spirit, I curated an artistic, earthy color palette consisting of tones that suggest groundedness, inner growth, and wellness. The logo, reminiscent of the continuous line artwork of Alexander Calder, features a stylised symbol of a brain and a speech bubble, combining critical aspects of the coaching experience. The typography also features an intertwined "T" and "B" — symbolic of the interconnection between the two sides of an entrepreneur: personal AND professional.

Crucially, I also made sure the branding didn't depart too much from Miriam's other offerings, integrating well with her parent brand while remaining distinctively creative.