Co-founders David and Daniel are two very respected, experienced and like minded professionals that already have their own successful health businesses so knew exactly what they wanted from this project. The sole objective was to create a logo design that was clean, engaging, and would effectively translate across multiple touchpoints.

Helping an individual to better understand their mind and body to enable a transformation in their approach to life is quite an accomplishment and I wanted the design to reflect this.

After taking a deep dive into their world I came up with a direction. I created a stylised version of the letter ‘A’ which represented a combination of the Delta symbol and Maslow’s Theory. The Delta symbol has been used to represent change and Maslow’s Theory has been used to represent the psychological needs required to enable change.

Once I presented this direction to David and Daniel, they were happy to move forward and I managed to get this design signed off pretty quickly.