Visual Identity System for LIV

LIV is a Canadian mental wellness brand designed for high-functioning women navigating anxiety, burnout, and emotional overwhelm. It offers a structured, elevated ecosystem of support — blending therapy, coaching, and digital tools — with a tone that is emotionally intelligent, grounded, and modern.

We partnered to build a visual identity system that could hold both vulnerability and strength. The goal was to move away from wellness clichés and instead create something rooted in perception: refined, intentional, and expansive, with just enough warmth to feel human.

This was a full-scope identity engagement, spanning foundational strategy, visual identity, and a modular brand system to support future content and activation work.

Core Idea: Points of Connection At the heart of LIV’s identity is the idea that everything is connected: the mind, the body, relationships, and routines. Wellness isn’t linear. It’s a web- one shift influences everything else. We captured this idea through the metaphor of “Points of Connection.”

The Visual Language This concept took shape through a dot-grid system and modular connecting lines. Each dot represents a moment, habit, or aspect of wellness. The lines reflect the dynamic ways they interact: sometimes steady, sometimes flowing, sometimes branching outward.

This system gives us flexibility while staying consistent; it can scale, adapt, and still remain recognizably LIV.