OVERVIEW
Identity Design for a Former Elite Athlete Turned Coach
ROLE
Concept, Graphic Design, Branding
TOOLS
Photoshop, Illustrator
Crafting a Brand Rooted in Strength
about.
An elite runner turned health coach was seeking a visual identity that reflected her energy, empathy, and grounded expertise. I explored logos and brand elements designed to capture her spirit.
challenge.
The identity needed to feel dynamic yet nurturing, athletic but approachable. Each logomark had to suggest movement and care without relying on tired visual clichés.
action.
I explored various visual directions, literal and symbolic, to express the dynamic nature of running. Some concepts were traced directly from the coach's running style in photographs, capturing authentic form and flow. Others drew from mythological references like Achilles, evoking strength and swiftness through simplified forms. I refined each concept in vector form, testing color, proportion, and scalability to ensure the identity could flex across print and digital formats.
result.
The visual explorations brought clarity to Ingalena’s brand direction, offering a range of identity options that balanced warmth, movement, and professionalism. These designs aimed to support her marketing materials, client communication, and overall brand expression, creating a cohesive visual language rooted in her values.
final thoughts.
Branding is about distilling essence into symbol. When the right form finds its color, it can speak volumes before a single word is read.
