Visual Identity Heart to Soul Consulting

Project Status

Design case study created for a client for a potential startup.

My Role

Designer

Project Details

Heart to Soul Consulting is a startup with a powerful mission. Helping families find mental health support in ways that feel safe and personal. I was brought in early to shape the brand’s visual identity from the ground up. The founder’s energy was grounded, empathetic, and solution-focused, and my goal was to reflect that tone across every design element.

This visual identity Heart to Soul Consulting project includes a soft but confident logo, branded apparel such as masks and t-shirts, and a clean website wireframe to support future expansion. I worked closely with the founder to ensure the visuals felt approachable, modern, and inclusive, with a color palette and font system designed to evoke care without being clinical.

One part of the project that stood out was persona development. I created detailed user personas that represented different types of parents, caregivers, and community members the service aimed to reach. This helped inform everything from layout spacing to tone of voice in the site content.

If you're interested in how I translate that kind of UX thinking into app design, check out my Verve project. It's a school management app designed to reduce stress for busy parents and administrators.

Heart to Soul was a branding project with heart, but it also required precision. Every design choice had to support trust and usability while still making a strong visual impression.

Design Process

Conceptualization: Collaborated with the founder to understand the core values and mission of Heart to Soul Consulting. Emphasized the importance of family, safety, and emotional support in the initial brainstorming sessions.
Symbolism and Elements: Selected the heart as the central motif to symbolize love and care. Incorporated two elephants, representing a parent-child relationship, to embody family bonds and protection. Elephants are also known for their strong family ties and nurturing behavior.
Color Palette: Chose light blue for the heart to signify calmness, trust, and serenity. The larger elephant was colored light grey, symbolizing wisdom and strength, while the child elephant was an even lighter grey, representing innocence and growth. A pink butterfly was added to depict hope, transformation, and beauty.

color & typography

Logo Design

The logo features a light blue heart as the backdrop. Within the heart are two elephants: a larger parent elephant in light grey and a smaller child elephant in a lighter grey shade. Both elephants have their trunks raised, a pose that signifies joy and triumph. The parent elephant is reaching out towards a pink butterfly, symbolizing the guidance and nurturing provided by Heart to Soul Consulting. The composition of the elements within the heart creates a balanced and harmonious image that is both inviting and reassuring.

Branding Merchandise

To further solidify the brand's presence, designed a range of branded merchandise, including:

T-shirts: Featuring the logo prominently on the front, these shirts are designed to be both stylish and comfortable, promoting the brand wherever they are worn.
Masks: Given the importance of health and safety, branded masks were created, incorporating the logo subtly to ensure visibility and brand recall.
Other Merchandise: Additional items such as mugs and tote bags were designed to spread brand awareness and create a consistent visual identity.

Website Wireframing

Developed wireframes for a potential website, ensuring the digital presence aligns with the brand’s values and aesthetics. The wireframing process included:

Homepage Layout: Designed to welcome visitors with a warm and engaging introduction to Heart to Soul Consulting, featuring the logo and key messaging.
Service Pages: Detailed the various services offered by the company, emphasizing the focus on family well-being and mental health support.
Contact and Appointment Scheduling: Created user-friendly forms to facilitate easy communication and appointment booking, enhancing user experience.

Outcome

The comprehensive branding strategy successfully captured the essence of Heart to Soul Consulting. The logo, merchandise, and website wireframes collectively communicate the company’s commitment to supporting families and enhancing the well-being of children. The design elements are both memorable and meaningful, setting a strong foundation for the company’s brand identity as it grows and develops.

Reflection

Working on the branding for Heart to Soul Consulting was a rewarding experience. It allowed for a deep dive into the symbolic representation of the company’s values and the crafting of a visual identity that aligns with its mission. This project highlights the importance of thoughtful design in establishing a brand that resonates with its target audience and conveys its core message effectively.