Soul Circle was founded by Rachael, a professional dancer, yoga teacher, and barre instructor, as a reflection of her own journey through mental health struggles, career challenges, and a search for deeper meaning. 

Soul Circle mission is help others reconnect with their purpose and cultivate joy from within, and to make spirituality simple, accessible, and deeply personal. Rachael needed a full rework of her company assets, including the logo, colour palette, typography,  company stationery and background assets to use across their online and print collateral. 

Rachael’s goal for Soul Circle was to differentiate the brand, create brand awareness targeted at her key audience, build connection with her current audience, and to modernise a traditional topic to break the stigma of spirituality. She reached out to me to help breakdown exactly who Soul Circle is and how we can reach these goals.

I designed a mascot that takes embodies the values of Soul Circle: welcoming, joyful and friendly. The aim with this mascot is to bring a positive and modern spin on spiritual practice. The mascot circular shapes represent the coming together of people, connection circles, and wisdom circle rituals. 

The brands colour palette aided in bringing the feminine, joyful energy to the brand that will attract its core target market. Two logo variations were also created to ensure the brand can remain visible across all areas, big or small.