Role
Creative Director | Principal Designer
Creative Director | Principal Designer
Function
Concept + Brand Development | Iconography | Design
Concept + Brand Development | Iconography | Design
Objective
Develop a complete brand identity for a depth coaching practice serving women in the second half of life, requiring a visual language that felt as considered, intentional, and emotionally resonant as the work itself.
Develop a complete brand identity for a depth coaching practice serving women in the second half of life, requiring a visual language that felt as considered, intentional, and emotionally resonant as the work itself.
Terri Altschul is a Jungian-informed depth coach whose practice guides women through the profound transitions of midlife and beyond. Her work is not conventional coaching. It is depth psychology, individuation, and the invitation to become more fully oneself. The brand had to hold that weight without becoming heavy.
The creative challenge was translating deeply interior, emotionally nuanced work into a visual identity that felt warm, sophisticated, and trustworthy without defaulting to the soft pastels and generic wellness aesthetics that dominate the coaching space. The brand needed to feel distinct, to signal depth and intelligence while remaining approachable to women navigating some of the most meaningful transitions of their lives.
The resulting identity was built around a considered typographic system, a restrained and purposeful colour palette rooted in colour theory, and a suite of icon marks that carry the symbolic language of her practice without overexplaining it. Self-use templates and website design guidance were developed to empower Terri to maintain visual consistency independently as her practice grew and evolved.
The brand has supported a long-term and ongoing client relationship, growing alongside the practice through multiple program launches, digital offerings, and an expanding body of work that includes The Threshold Circle, private coaching, and the Visual Wisdom Keeping practice.
Concept Development | Creative Direction | Principal Design