CLIENT | PurePersona
GOAL | Transform PurePersona’s original rich and dark branding into a vibrant and colorful brand identity that promotes inner peace and beauty.
CONCEPT | I leaned into the organic nature of the original PurePersona pattern but reduced the surface area of the pattern to create spaciousness and allow the eye to travel. I paired the new pattern with a gradient to signal evolution and the passing of time, drawing inspiration from nature such as sunsets, ocean tides and topography.
WHAT I DID | Creative Direction | Visual Design | Brand Guideline
VIEW WEBSITE | www.purepersona.com
BRAND REDESIGN
For this PurePersona brand refresh I moved away from the dark and somber tones of grey and black and opened up the color palette to invite optimism in. I leaned into calm colors to create a sense of harmony but kept the gold accents of the original brand identity as a staple of rich African heritage. I paired deep teals with creamy corals as a nod to the tranquility of the ocean and the balance of Earth elements.
