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Logo & brand design for Yūgen Kinesiology

Kate from Yugen Kinesiology found me through Pinterest via some branding that I had previously created for another Kinesiologist. Kate is based in New South Wales in Australia, and was my first client from the opposite hemisphere! I still get super excited when I get an enquiry from a client in a different country to me, it still amazes me that we can so easily work together even when we're separated by so much distance!

Kate was in the planning stages of setting up her business, but was quite clear on the feel she needed to create with her branding. She knew that she wanted her client to feel hope when interacting with her brand, she wanted them to feel calmed and soothed knowing that they might have found a solution to the problems and struggles they'd been dealing with.

"Kinesiology (pronounced “kin-easy-ology”) focuses on all aspects of a person. Many other health care systems focus on only one component of the ‘Triad of Health’. Some emphasise on nutrition, some concentrate on mental or psychological aspects of ill health, and some concentrate on structural or exercise components. Kinesiology is unique because it focuses on the whole self, and therefore the benefits can be quite profound and widespread. When all aspects are balanced, the best results can follow." - from www.yugenkinesiology.com

Kate uses Kinesiology to help people with a number of issues including

  • Stress & Anxiety

  • Fertility issues

  • Acne and other skin conditions

  • Confidence & Self Esteem

  • Relationship difficulties

  • Weight management & Detoxification

  • All types of pain – Physical & Emotional

  • Injuries & Illness

  • Depressive tendencies

  • Fatigue & Lethargy

  • Nutritional deficiencies

I was so pleased that Kate got in touch with me to work on her branding, I love that she is using her skills to help and heal people and I was excited to get started bringing that vibe she wanted to create to life.

After speaking to Kate on Skype and reading through all the information she'd given me on the brand discovery questionnaire I got work putting together a mood board for the visual direction. Earthy muted tones mixed with a calming grey blue and a pop of joyful yellow worked so well for the vibe we were trying to create.

Kate loved the mood board and colour palette so we quickly moved onto the next stage which was designing the brand concept.

We'd decided on a botanical theme for the logo because Kate loves to use essential oils and flower essences in her work. She wanted to use imagery of plants and flowers that are native to the area she lives, so after a couple of refinement rounds on the botanicals, we settled on the Mimosa plant pictured below and cotton which is grown in abundance in Kate's area. These two combined so well together with the similarities in shape and the contrast between the sizing of parts of the plants.

We framed the botanicals with a triangle because the Triad of health is an important element in Kinesiology, and the outer circle represents wholeness and unity which is the main aim for how Kinesiology can help you feel - at one with your body and the world around you.

The final main logo design is show below along with the other branding elements and examples of how typography, colour and imagery work together. The refined and classic fonts balance out the hand drawn botanicals to give a professional but approachable look, and the colours are beautifully calming and earthy with a joyful pop of yellow.

Kate said: "Meg is so talented, professional and such a delight to work with. She's flexible and really takes the time to understand your business so she can create the perfect branding to suit! I highly recommend her services."

I really loved working on this project, especially because Kate's mission is just to bring wellness and joy into people's lives and it feels so special to be a small part of making that happen.

If you're looking at branding or rebranding your business I'd love to hear from you! Please get in touch here.

If you're not quite ready to dive into a professional brand design you can download my FREE branding guide 'The Blossoming brand Blueprint' here.

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Photography by Sophie Carefull 

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