![Life Coaching [Recovered].png](https://static.wixstatic.com/media/169437_8a6d7f9f8b3d4a259d936290e09df951~mv2.png/v1/fill/w_980,h_728,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/Life%20Coaching%20%5BRecovered%5D.png)
ART DIRECTION | Brand Identity | APP DESIGN | Campaign & Print | Brand Guidelines
The first direction pulled from a rare natural form: the purple aurora. The wave began to feel too athletic and coastal, so I moved away from the literal idea and pushed the identity toward something abstract. The final direction balanced softness with confidence, using an editorial palette and imagery that felt aspirational without falling into traditional wellness branding.
The Challenge:
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Create a life coaching brand that felt personal, not predictable.
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Move away from the original “Evolution Solutions” name and generic wellness visuals.
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Build an identity that could grow across print, digital and an app.
01. Challenge
PURPLE AURORA DIRECTION
Rare Form is a life coaching brand built around one idea: there’s always more in you. The goal was to create something bold, empowering and completely different from the typical life coaching look.
The first direction pulled from a rare natural form: the purple aurora. The wave began to feel too athletic and coastal, so I moved away from the literal idea and pushed the identity toward something abstract. The final direction balanced softness with confidence, using an editorial palette and imagery that felt aspirational without falling into traditional wellness branding.
PRIMARY
SECONDARY
BRand mark
Result
Rare Form became more than a logo, it became a full brand system built to grow with its audience, from bold campaigns to an everyday life-tracking app.
02.the solution
BE THE BEST YOU
03. design decisions
