Balancing a clean, minimalist foundation with the calm, meditative focus of Yohan's coaching work
Identity Design
Brand Collateral
Website Design
A personal brand identity for Yohan Dante, founder and coach, co-founder of Unconditional Self-Therapy. The brief was to build one identity that works for two different audiences: executives evaluating him as an advisor, and people engaging with his therapeutic work.
BRIEF
With his self-healing therapy course gaining momentum among investors and participants, Yohan needed a professional, yet approachable identity. The brand would present him as a credible advisor to executives and founders, while still fitting the subject matter of his work: trauma, self-development and therapeutic practice, staying true to Yohan's creative and down to earth approach.
Approach
Teal was chosen as the primary colour instead of a typical corporate navy or black, giving the brand a distinct, considered look without the coldness usually associated with executive coaching brands. Parabolica was selected as the typeface because its weight range covers both a confident bold headline and a reliable body weight, keeping the system to a single typeface rather than pairing two.
A wordmark was used as the primary identity rather than a symbol or monogram, since Yohan's credibility is tied to him personally rather than to a company. A monogram version was developed as a secondary mark for use at small sizes.
Outcome
The identity now runs across Yohan's personal website and social channels, with the aim of presenting him as a professional, credible and knowledgeable thought leader in his field.