Avidity
An Identity for a mental health strategist.
Assignment
Provide substance for a profession that spans several existing categories who’s goal is to alchemize the human spirit.
Category
Professional
Faith
Healthcare
Deliverables
Brand Identity
Naming
Strategy
Environment
Design
Brand Standards
Story
Tandra Rutledge’s work begins at the intersection of spirit, faith and emotional health. During early conversations, it was challenging to understand exactly what category the business fell into so I could develop a name and positioning. It was however simple to grasp how her services benefited people. I began there and we’re still on the path.
Since so much of Tandra’s work involves rebuilding and alchemizing the human spirit, the brandmark was developed using letterforms that resemble children’s building blocks.
Once the brandmark and lockups were finalized, the entire system took shape, so to speak. During the first round I developed stationery, notebooks, apparel, and a virtual meeting space background that incorporates the brand pattern. Brandmark lockups incorporating imagery were also developed for Avidity’s social media campaigns.
