Hk Graphics - Graphic Design

Case Study

Logo developed from the spark of an idea

The Kinfulness Effect Logo

The client

The Kindfulness Effect was born through Melissa Perkins’ mission to enable others to live a more purposeful, happy & fulfilled life through yoga, meditation and mindfulness.

The brief

Melissa had already got the initial spark of an idea for her branding and had even tried to design it herself in Canva, but she needed help to take it to the next level for it to really work.

Her desire to encompass her mission statement into her logo and branding was clear from the outset. My job was to take Melissa’s ideas and turn them into reality and ensure the brand was usable online and in print.

The journey

After our initial discussion, Melissa completed my Design Brief Questionnaire which really encouraged her to think about her audience and the reasons behind the ideas she already had.

Through mood boards, I led Melissa on a visual journey of competitors, concepts, icons and fonts that could represent her business and give her a brand to be proud of that would resonate with her target audience.

Mood boards act as a visual sense-check for my clients and serve to ensure I understand the brief and the client is happy to proceed to the concepts stage.

I showed Melissa initial concepts and from there we went back a forth a few times gradually tweaking and narrowing down the options. As I moved to showing her the logo in situ, it started to become a reality and we could really see the brand coming together.

The end result

A logo that really encapsulates everything Melissa wished to show – the heart-centre with a flowing ripple of energy outwards into the world.

I provided multiple file types and logo variations to cover all eventualities, plus a set of branded Canva templates and matching brand guidelines.

Let’s talk

If you have the spark of an idea for your logo and you’d like to benefit from my expertise to realise your brand, then why not get in touch.

Supportive and collaborative

When I started to come up with ideas about what I wanted my logo to represent, I was initially concerned that a designer just wouldn’t get it and would take over. Helen strikes the perfect balance between listening to your ideas and needs, whilst offering her expertise. I wouldn’t hesitate for a second in recommending Helen.

Melissa Perkins
The Kindfulness Effect