wild within
Primary Logo
the gist
brand identity ✏ website design
Genesis Helms is a physical therapist and doula, specializing in female pelvic health. Her mission is to educate and empower women through healing. When creating her brand identity and website, I chose vibrant colors that felt feminine and powerful, an icon that celebrates vitality, and simple, timeless typography.
Moodboard + Color Palette
Homepage
My main goal when designing the website was to display information in an approachable, consistent way so that prospective patients would both understand the services Genesis provides and trust her expertise.
Genesis treats an intimate area of the body and often her patients feel shame around their symptoms. To combat this it was important to celebrate the feminine form through imagery and invoke feelings of warmth and vitality with color.
Service Pages
Choosing a versatile, clear font with soft, rounded edges was key to establishing information hierarchy and complimenting the bold color palette without creating visual clutter.
Brand Identity - Icon
The icon element of the brand identity is designed to represent the two sides of Genisis’ business. The sun representing physical therapy and the rainbow representing doula care. Each piece can be used on it’s own when referencing one side of the business or together when representing the brand as a whole.
Secondary Logo
