Functional Medicine Coaching



A new way of offering health solutions based on Chinese Medicine, Modern Mindfulness, and Functional Biochemistry. A business rooted in listening, caring for patients and achieving results through a non-pharmaceutical health system.



A unique and thoughtful brand crafted with every detail in mind that will appeal both to the business owner and the target audience. With only one day to come up with something for the brief I thought it would be wiser to fully develop one concept than to offer you two half things! I hope you don't mind, I promise I always follow instructions but sometimes you must go with your gut! Please enjoy the proposal, I truly loved making it. I can't wait to hear what you think of it and to hopefully start working together soon!



To create the logo I pulled inspiration from the key elements behind the service the client provides and from the personality of her brand. In other words, the visuals are a clear representation of both form and function, mind and soul, systems and flow. I really wanted to be mindful of her connection with Dadoism and the Ying-Yang philosophy, as they clearly seem important to her and her practice. The goal was to incorporate these concepts in the logo without being literal or obvious. Here is the rationale and thought process behind the concept:

  • Harmony: in the brief, the client expresses her love for systems and elements that work together. I wanted to represent her approach by creating a logo composed of different parts that could work both as individual elements (icons, brand assets..) or together as a stronger and comprehensive unit, the logo.

  • Style:  the way she speaks of her brand lets you in on how she is neither one thing nor the other, she has a bit of both worlds in every aspect of her personality and traits. As such, I wanted to come up with a style that you could adapt and reflect both sides: it is feminine in the center but masculine in the outer shell, soft in the middle but tough around the edges, caring and vulnerable but also smart and witty...

  • Agave: I wanted the center of the logo to be something that was part of her essence. Her favorite drink, her cowgirl boots, homemade meals, her love for health... After doing some research I found out that the Agave plant is the perfect symbol for all of the mentioned: it's the symbol of long life and health. There are legends,  passed on wisdom, science, and symbology that corroborate it! I believe it goes quite well with her slogan: modern science, ancient wisdom. Fascinating stuff to be honest!

Below you'll find a detailed breakdown of how the logo came to be.



In the brief the client shares she gives talks and that she has different services in mind to diversify the options for her clients and her income. As such I wanted to provide her with a logo that could serve her in telling those stories and identifying those services. A logo that was adaptable and that could move and shift as she seems to do with her services. The logo turns to create different shapes and meanings. The type chosen is professional but it also conveys a sense of an approachable and welcoming business. 


Photography, graphic elements, and patterns are a unique opportunity to channel a brand's essence into something that will take the identity to the next level. Through these applications, you can envision how the color, type, photography, and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context. The patterns allow for exciting textures to create a cohesive look across printed pieces such as packaging, or digital items such as the website and email newsletters. The patterns can be used as an extra detail to elevate the experience and to show the client's attention to detail. Overall, the brand identity creates a thoughtful and intelligent aesthetic, that portrays the client as an expert while remaining authentic and welcoming.


This is it! 

I hope you liked the proposal and that I'll be hearing good things from you soon!  

In the meantime thank you for the opportunity to learn something new and to create for you.

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