Brand Identity for Lifestyle Atlas

I was approached by a client who was creating an app that would help people in the self-exploration journey mode and recovery space. It was to be part guide to help users find new and healthier ways to live and part connector to allow fellow-travelers to share recommendations and experiences.

The branding started with the logo and we went through a process of looking at how it worked, who it was for and what it provided- several iconic images came to mind from the ancient greek god Atlas holding the earth on his back to seafaring imagery and a compass.

We arrived at the idea of a road and roadmap and the ways in which people on the road communicated with one another in the past- sharing resources and encouragement. The final logo is a view through an arch or door onto the road and journey that lies ahead for users and the North star as guide.