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BRAND DESIGN

CULTIVATING CALM

feminine, professional, calm

ABOUT CULTIVATING CALM

Cultivating Calm is a holistic anxiety and wellness app developed by Heather Lillico. Heather decided to develop an app so that she could support her community in a more centralized and convenient way. The app is built around three natural pillars for managing anxiety: nutrition, mindset, and movement. She also maintains a corporate arm to her business, so as we set out to design the brand identity for the app, the intention was to use this design approach when rebranding her personal brand, Heather Lillico. The two brands share the same colour palette but have different personalities for the different audiences that they are targeting.

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We wanted to design an icon for the app that would feel feminine and speak to the natural methods the app and her brand promote for managing anxiety. We landed with this elegant poppy for its peaceful personality.

The three segments of the poppy's design represent the three focus areas of the brand's approach: nutrition, mindset, and movement. They are deliberately interconnected to convey how they all work together to support the audience's journey to calm.

The bottom of each stem comes together to form a subtle seed-like shape. This, along with the three different phases of a poppy's life cycle, signal the different phases of growth that users can expect as they use the app.

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Conveying the level of professionalism I needed to get high paying clients

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Jenny was fantastic to work with! I was at the stage of my business where things were starting to grow but I was still using a logo I designed myself in Canva. I was having trouble connecting with my audience and sending the right message behind my business. A big fear I had with rebranding was that it would lose my personality. Jenny’s brand concept showed me how I could still maintain the fun and personality I wanted while conveying the level of professionalism I needed to get high paying clients. Jenny made the whole process easy and well-defined, very helpful for someone like myself who doesn’t like to let go of control. She worked hard to iterate the brand concepts until we had something that I loved and can’t wait to use! In the future when my brand needs a refresh I know where I’ll be turning.

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Heather Lillico

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