Evolve Your Life
brand strategy &
identity design
I collaborated with Coa Design to develop a foundational brand strategy, brand identity and brand guidelines for Evolve Your Life, a startup surgery clinic specializing in gender-affirming and reconstructive procedures.
Role: research, brand framework, identity development, content strategy
CD: Chris Ritchie
Dev: Noel Mendez
Through research and stakeholder interviews, we identified an opportunity in the crowded but growing plastic surgery market: A holistic, inclusive clinic, branded by the practice and not the ego or celebrity of the head surgeon.
Our logo mark was inspired by the desire of transgender patients to undergo feminization or masculinization procedures in order to see their true selves in the mirror.
We chose Gradual as our primary typeface to speak to a contemporary approach with the inspired rigor of a beauty or wellness brand.
