Brand Identity and Strategy

The Aligned is a wellbeing hub where busy professionals can find resources to help them keep a balanced lifestyle.

Aimed at a more corporate market, Charlie wanted to avoid the trending themes of wellness branding and create a more graphic style with underlying themes of alignment and balance. We created a bold and simple logo, using subtly edited alignment of a slanted bar through the e’s and a’s. This suggests that her ideas go against the grain, breaking out of the box and taking things in a way that may not be expected.

The creation of hand drawn, abstract icons brings in a human touch and a slightly more organic feel — answering the corporate brief but allowing an element of softness that is appropriate to the topic.