LAUNCHED: ROOTOLOGY WELLNESS THERAPY
BRAND AND WEBSITE DESIGN
** This is a re-creation of the original blog post from August 26th 2021 **
Kind, Passionate, Nurturing
These are just a few words that describe Penny and her caring, bubbly energy. From the beginning of this project, I knew Penny and I would be a good fit.
This project was completed in 2019 right after I made the huge decision to leave lululemon after almost a decade in the pursuit of #thatlaptoplife (read more about it here and here). Although this change was pretty terrifying (and felt oh-so-right at the same time), Penny was the perfect client to take on as I stepped into my new life.
Keep reading to see the final results and be sure to check them out for yourself at https://www.rootologywellnesstherapy.com.
THE BRAND
CORE VALUES: AUTHENTICITY | EMPATHY | NURTURING | RELATIONSHIPS | INTUITIVE
When you love how a logo turned out so much you wish you could keep it for yourself 🙈
But for real…I still look at Penny’s branding almost two years later and love it so much. Inspiration for Rootology Wellness Therapy flowed effortlessly and I'm so happy with how it turned out.
Penny didn't want anything resembling a stereotypical "tree" logo. Considering her business's name + her love for nature, I decided to play with various types of foliage instead. This created the feeling of growth and renewal while keeping her logo unique + one of a kind.
Something else Penny was really drawn to was mandalas. I wanted to play with this for one of Rootology’s brand elements. Using the foliage from Penny’s primary logo as the heart, I built out a custom mandala, incorporating elements close to Penny. You can find this mandala serving many purposes throughout the Rootology brand.
As a girl, my mom loved mandalas and for a while they were a huge part of my life. Designing one for Penny brought back some wonderful memories and reminded me how much fun they are to create!
BRAND VISUALIZATION
You open your eyes and look around. The feeling of butterflies starts to build as you take in where you are. Like a kid in the candy store, you can’t wait to get out into that fresh mountain air.
You step out of the car and immediately experience the cleansing feeling nature wash over you. As you breathe it in, you feel yourself relax into your surroundings. You feel your daily worries melt away and a smile comes across your face. This is your happy place.
You begin to settle into nature and take in your surroundings: lush forests, powerful mountains, and a trail that calls to you. You begin to walk. Ready to explore the gifts that nature has to offer.
As you begin to follow the trail, you notice a new sweet smell has entered the air. You turn the corner and come across a meadow filled with pink wild flowers. The field of pink is striking against the cool mountain air. You’re in awe as you take in their beauty.
The air gets cooler and you notice the colour of the sky begin to change. Night is beckoning and as the sun sets, the sky is streaked with the most beautiful pinks and purples. The beauty is entrancing yet you know it’s time to move on or you won’t reach your destination by dark. You take in one more breath of the flowers and continue down the trail.
You walk through the forest for a while until you come across a clearing centred around a lake. Like a mirror, the calm lake reflects all of the magic of the forest in its water. The sky has shifted further and there is almost no pink left making the water the most magnificent shade of purple. The purple waters are contrasted with the deep green of the trees surrounding it and the subtle colour of the mountain in the background.
You pick up a heart shaped stone and toss it in the lake. You watch as the stone skips. With each bounce, it creates a ripple effect, forming a mesmerizing circular pattern which reminds you of a mandala. As the circles converge, their powerful colours blend in a way only mother nature has the potential to create. The stunning detail shifts as the ripples subside until stillness takes back over.
As the sky shifts further, you watch as the purple gradually intensifies darker and darker until night completely falls. Stars begin to appear across the sky and you know it’s time to head back. As you take one last look around the clearing, a star shoots across the sky and gratitude fills your face with a smile. Your cup is full and your heart is happy. You are home.
PRIMARY LOGO
COLOURS
LOGO VARIATIONS
Submark
Favicon
Icon
Brand Elements
Fonts
Moodboard
The Website
Coming Soon
Launched
Although it’s been sometime since I created this project, it’s so nice to look back on with such fondness.
Penny : Thank-you for being an awesome client, for trusting me with your business and all your hard work! I hope you’re still loving everything we created together and do for years to come!
If your in the #Calgary #yyc area and need a registered massage therapist or are wanting to dive into the world of holistic nutrition, Penny is a fantastic human. Be sure to check her out!
P.S. Curious if we'd be website besties? Me too! Send me a little email over this way. Pretty sure we'd make a great team? Fill this bad boy out and let's get this show on the road!
P.P.S. If you'd like to know more about some of my past projects, give these other blog posts a gander:
