Fatima Zehra
The Vision
Atena Morelli approached us with a powerful mission: to help a million souls discover unconditional self-love through the integration of light and shadow work. Her brand needed to reflect both the depth of her spiritual practice and the elegance of her approach to transformation.
Strategic Foundation
Through deep discovery, we identified three core pillars that would guide the visual identity:
Divine Femininity: Embracing grace and intuitive wisdom
Sacred Authority: Balancing spiritual depth with grounded guidance
Earthen Elegance: Merging earthy authenticity with refined sophistication
Visual Language
The brand design weaves together:
Typography & Wordmark
A refined primary typeface that speaks to timeless wisdom
Flowing script elements that capture the fluidity of spiritual transformation
Balanced letterforms reflecting both strength and grace
Color Story
Drawing from nature's palette:
Warm terracotta expressing groundedness and vitality
Soft neutrals evoking sacred spaces and inner peace
Deep earth tones anchoring the spiritual in the physical
Visual Elements
Organic textures and shapes suggesting natural wisdom
Intentional white space creating room for reflection
Thoughtfully composed imagery honoring the sacred feminine
Brand Implementation
The visual system extends across:
Social media presence that maintains both elegance and accessibility
Marketing materials that honor the depth of her work
Brand photography guidelines that capture authentic moments of transformation
Impact
The resulting brand identity:
Elevates Atena's presence in the spiritual coaching space
Attracts aligned clients seeking deep transformational work
Creates a cohesive visual journey that mirrors her clients' path to self-discovery
Through intentional design choices and strategic thinking, we created a brand world that holds space for both spiritual depth and practical transformation—reflecting Atena's unique gift for guiding others to embrace their whole selves.
2021