Vitae Brand Identity
A complete brand identity system for a health & wellness startup — from naming and logo to typography and brand guidelines.
Role
Brand Designer
Stack
Tags
The Challenge
A health & wellness startup needed a brand identity that felt simultaneously clinical (trustworthy, professional) and warm (approachable, human). Most health brands lean too far in one direction, feeling either cold or superficial.
The Solution
Vitae's identity was built around the concept of "living well." The logomark fuses a botanical motif with clean geometric forms, rendered in an earthy palette of sage green and warm ivory. I delivered a full brand guidelines document covering typography hierarchy, color system, iconography, and digital/print application rules — giving the client a complete toolkit to grow their brand consistently.