Living Lightfully
Brand Identity | Conceptual project
Living Lightfully helps busy individuals and families simplify and organise their physical and digital spaces – through its signature online programme and other resources – for healthier, happier, more fulfilled lives.
The feel
Simple | Uplifting | Down-to-earth
The brief
The desired outcome is a brand that positions Living Lightfully and its founder Emily Harrison firmly in people’s minds as experts in empowering people to overcome overwhelm and make space in their lives for what matters most, using their refreshingly straightforward trademark method.
The strategy
The visual identity is designed to create a sense of ease, simplicity and practicality, to soothe an audience (in this case predominantly mothers with children living at home) who feel overwhelmed, stressed and are seeking more order in their hectic lives.
At the same time, the identity has an uplifting and energising feeling to reflect the revitalising transformation that results from completing the programme, and to encourage positivity and action.
To strengthen Emily's personal brand as a leading expert, the new identity for Living Lightfully places her more front and centre of the brand. Overall the carefully considered, cohesive identity adds credibility and elevates the business.
Logo & typography
Geometric sans serif letterforms give the logotype a feeling of elegant, modern simplicity. The symmetrical custom stripped back letter ‘u’ adds a sense of harmony and flow, whilst dots on the ‘i’s’ are raised higher to evoke a quality of lightness.
For headings and body text, I chose a modern geometric sans serif typeface again, but this time with touches of humanistic warmth. Using a singular typeface for both, set in distinctive weights for hierarchy, together with its clean geometric lines creates an overall sense of calm, clarity and practicality.
To complement the geometric type, subheadings and buttons are set wide in a monospaced font (so named because every character is the same width) which aligns with the intended feeling of order and balance.
Colour palette
Overall the brand colour palette is light, bright and clear, with warm undertones. Small pops of bolder energising accent colours are balanced by larger doses of more neutral colours.
As per colour psychology, green subconsciously communicates harmony between mind, body and emotions and adds a freshness, thus taking a key role in the palette. Yellow is the colour of optimism. The soft blue is calming, while taupe is grounding. Generous use of white/off-white lightens things up and add to the sense of simplicity, freshness and clarity.
Submarks & icon
A harmoniously balanced typographic stamp-style submark provides a more casual alternative to the primary logo – ideal for stickers or watermarks. While a double ‘l’ nested monogram icon, representing the initials of Living Lightfully, repeats the geometric curves of the main logo. It can be used for social media profile images or wherever a simplified alternate to the primary logo is required.
Social templates
Strong typography, uplifting imagery and plenty of uncluttered breathing space combine to create an engaging Instagram aesthetic, which exemplifies the Living Lightfully visual identity.
If this project has captured your imagination about the possibilities of what we could achieve together for your brand, get in touch to arrange a free discovery call.