Mindful Expansion is a life-coaching business rooted in mindfulness practices such as meditation, journaling, and self-reflection.

The owner of the company, Shezelle, stated she wanted the key color to be in the turquoise family, and wanted to tie in one neutral color. I wanted to add a green accent color as well to make her webpage more dynamic, while still appearing monochromatic. 

Shezelle wanted the logo to feel as the company name states – like an “expansion.” Keywords she mentioned included “water-droplet,” “third-eye,” “consciousness,” as well as “simple,” “monochromatic,” and “ombré.” Because she is trained in meditation and was consistent in talking about one’s physical v. spiritual being, I decided to create a logo that was solid in its center and radiated outward.

Mindful Expansion needed an elegant and high-end feel to it to mirror how someone may feel after receiving Shezelle’s services. For this reason, I opted for a Serif for headings and a Sans Serif for body.

HEADINGS

Arapey

Body

Lato

Shezelle expressed wanting her landing page to invoke a sense of opportunity, optimism, and serenity. This made me think of incorporating a path to symbolize the path of change her clients will walk on, as well as water to represent a calm feeling. 

I wanted the front of Shezelle’s business cards to feel expansive, so I opted to have the logo run off the top and bottom. In addition, she wanted a quotation to spark motivation in the client positioned on the same side as her contact information. The QR code leads to her webpage.