Visual Identity and Branding, Web Design
Amendo was a great opportunity to branch out and flex some different design muscles. This was an all-encompassing project starting from helping brainstorm the name, logo design, all the way to coming up with the look and feel of the website. Amendo is all about growth and overcoming personal challenges, while also coming from a place of support and commanding a welcoming atmosphere. It was such a fun opportunity to create the visual identity to match those vibes.
For the logotype I wanted to accentuate the first letter and use it to represent growth and change. Through the sketching process, the logo developed from the original arrow-form into an upward swoosh and infinity loop to represent upward momentum and growth synonymous with coaching and development. Using the calming and cool color pallet,I wanted to compliment the approachable and restorative nature of Amendo.
CMYK: 82, 26, 43, 3
RGB: 25, 143, 146
HEX: 198f92
CMYK: 78, 18, 23, 0
RGB: 0, 160, 185
HEX: 00a0b9
CMYK: 34, 0, 24, 0
RGB: 167, 218, 203
HEX: a7dacb
For the web page I wanted a simple and clean design utilizing the brand color pallet as well as images geared towards a female demographic (as Amendo specializes mainly in helping women in their personal lives and careers). While I didn’t have full control of the design through Wix, and I prefer working with Webflow for custom websites, it was a fun exercise in web layout, copywriting, and design hierarchy.
