Wellness Within
Logo design and application
Wellness Within is a holistic mental health therapy clinic run by a mother and daughter team. After they lost a son/brother to Covid, they discovered a bluejay feather on their doorstep, and it seemed to hold a spiritual significance. They wanted to refocus their practice and rebrand their clinic centered on this feather. Bluejays are associated with healing, hope, and energy. The story was important to them. I created several versions of a logo using stylized abstractions of a bluejay feather. Finally they sent me a photograph of the actual feather they had taken with their phone. It had to be this exact one. I converted the bitmap to a vector illustration and paired it with a soft organic font called Averia Serif Libre. The feather logo gives Wellness Within a meaningful story to tell their clients, and the Averia Libre font carries another story. The word “averia” holds dual significance: it means “breakdown” or “damage” in Spanish but can also mean a flock of birds, the essence of holistic unity emerging from individual parts. The same process as a personal identity. The Averia font was created by overlaying all 700+ fonts in the Google library and merging their common features. The story of the font is here: http://iotic.com/averia/
What I did
- Design