Living NOW
Logo • Asset Guide • Website • UX • Brand Applications
For Living NOW, a wellness-focused community collective and blog, I developed a complete brand identity system that reflects freshness, balance, and modern living. The project included logo design, a responsive website, UX strategy, branded merchandise, and a brand asset guide. By combining clean, modern yet organic-inspired visuals with intuitive digital experiences, the brand now communicates its mission of supporting healthier lifestyles and local businesses while engaging audiences through recipes, resources, and wellness content.
THE CHALLENGE, PROCESS, & RESULTS
The Request
"We’re launching a blog and recipe site focused on natural living, organic food, and wellness, and we need a clean, modern, and professional logo that reflects freshness, health, and harmony. We’d also welcome any creative marketing suggestions and ideas for website design. We look forward to your input!"
Clarity in Wellness: Designing Against Digital Fatigue
Define & Problem
Wellness seekers are overwhelmed by the sheer volume and inconsistent presentation of health content, leading to information overload and digital fatigue. The design challenge was to empathize with this user anxiety and create a brand that is refreshingly clean, reliably organized, and genuinely supportive. This translated into defining a brand identity and UX system that visualizes freshness, balance, and modern living, making the journey to wellness feel intuitive, achievable, and supportive
The Visual Trap to Avoid: Fragmentation & Overload
The Visual Solution: Clarity & Balance
Ideate: Designing Modern Harmony
The strategic goal was formalized across four core design pillars, creating a visual language that systematically negates information overload while establishing the brand as a clean, recognizable source of wellness harmony.
Typography:
Clean & Fresh
Colors:
Natural & Healthy
Iconography:
Unique & Recognizable
Simplicity:
Minimalistic & Versitile
Affinity Map: The Blueprint for Intuitive Wellness
This affinity map synthesizes the brand's core identity keywords, illustrating how the conceptual clusters—Freshness, Clean, Harmony, Modern, Supportive, and Intuitive—inform every visual decision. This framework is explicitly designed to negate the feeling of information overload, establishing Living NOW as a clear, supportive, and reliable guide for the user's wellness journey.
Mood Board: Defining the Holistic Living Aesthetic
The mood board captures the essence of a vibrant and health-conscious community, illustrating the core visual direction of the Living NOW brand. Imagery reflects a tapestry of local business, diverse individuals engaged in well-being, and a bounty of organic products. The resulting palette features colors that are both fresh and earthy, consistently echoing the commitment to holistic and achievable living.
Visualizing Balance & Flow: Initial Concepts & Design Directions
Three concepts were developed to explore the most effective path to visual clarity and support, countering the anxiety of information overload. Each option presents a unique graphic solution for merging freshness and nature with a sense of continuous, achievable well-being.
Concept A: Achievable well-being, sustained support.
Concept B: Continuous motion, gentle progress.
Concept C: Growth, verticality, secure foundation.
The Final Logo: A Mark of Freshness & Intuitive Wellness
The client selected Concept Two because it successfully captured the essence of a modern wellness brand: a look that is both fresh and deeply grounded.
The final badge-style emblem is deliberately simple—a clean, circular leaf icon that ensures incredible versatility across every digital and physical touchpoint, from a small favicon to large-scale print. Its clarity instantly reflects the brand's commitment to nature and healthy living, countering digital clutter.
Strategic Design Elements:
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Icon: A simple, swirling leaf within a circle symbolizes continuous well-being and gentle progress. The movement within the contained circle suggests achievable, balanced living.
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Color & Tone: The pairing of a vibrant, eco-friendly green with a sophisticated, balancing dark gray avoids the typical "hippie" aesthetic. This combination signals a professional, contemporary lifestyle brand that speaks to an audience appreciating simplicity and style.
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Typography: A clean, strong sans-serif font ensures high legibility and a modern feel, aligning the brand with accessible, intuitive technology and support.
The resulting brand identity is a simple, visual promise to the audience that Living NOW provides the cleanest, most intuitive, and supportive guide for their wellness journey.
Brand Asset Guide: Ensuring Consistent Clarity
This comprehensive Brand Asset Guide was developed to safeguard the brand's aesthetic integrity across every platform, from social media to application UI. The guide establishes strict rules for the primary and secondary marks, the Freshness-driven color palette, typography hierarchy, and clear space parameters. This critical document ensures that every touchpoint reinforces the brand promise: a simple, intuitive, and achievable journey to wellness, free from visual fatigue.
Designing Intuitive Wellness: Site Map and User Flow
The core challenge of digital fatigue required a foundation of strategic clarity. I began with a meticulously organized site map and user flow designed to eliminate information overload and guide the user seamlessly. This planning phase ensures the final digital experience is not only clean and visually appealing but, most importantly, intuitive, accessible, and supportive at every stage of the user's wellness journey.
Responsive Design: Delivering Intuitive Clarity
Building on the foundation of the site map and user flow, the final website and mobile interface were designed to be the ultimate expression of clarity and support, countering digital fatigue. The resulting design features generous negative space, legible typography, and a harmonious color palette to make information digestible and the wellness journey feel achievable. The responsive layout ensures a seamless transition across all devices, maintaining an intuitive, supportive, and clean user experience whether accessed via the full-screen desktop site or the on-the-go mobile app interface.
Brand Applications: Supporting the Wellness Journey
A truly effective wellness brand must be seamlessly integrated into the user's daily life. These applications demonstrate how the clean, supportive aesthetic of Living NOW translates into tangible assets, reinforcing the brand's identity across touchpoints—from comfortable lifestyle apparel to practical kitchen tools—making the commitment to health feel accessible and stylish.
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