Brand identity


Beautifully blooming is run by Mallory Broadbent for the health and fitness industry

target audience

Working moms age between 25-35 who are predominantly searching on social media, watching Facebook and are always on the go and need to keep up with their health and fitness

Primary + secondary logos

Mallory wanted a monogram logo that represented fun, clean, simplicity and new beginnings-Beautifully Blooming. I wanted to create imagery and use typography that would embody this.

I tried to capture the simplicity and fun nature of the brand by creating a lined “b” with clean lines. The feeling of femininity and energy ¬†is kept through the thin lines and clean cut spaces in the logo.

Encapsulating energy and womanhood through structured lines and soft curves. The monogram doesn’t it lose its minimalist appeal.womanhood.

The secondary logos I developed has created diversity in the brand for various brand components.

Overall, the primary and secondary logos convey a fun yet modern design without losing it’s appeal to busy mothers.

Logo design


I tried to capture the fun and clean element of the brand through the use of typography. A beautiful and unique sans-serif font was used that added a touch of whimsy. It conveys a modern aesthetic with a touch of class.

The  secondary font complements the primary font well, as a result of it being a more rigid and structured font. Thus, it adds to modern look and feel of the brand without it becoming outdated.


Mallory wanted a spring palette to convey feminism and fun, as well as rebirth and cleanliness. I chose a bright, spring-time color palette that represented the fun and woman-focused nature of the brand

Photography, graphic elements and patterns are a unique opportunity to capture a brand’s essence into something that will take the identity to the next level. Through applying these elements, you can see how color, type, photography and logo cohesively come together. These images are only mockups to help you envision the elements in context.

Overall, the brand identity reflects a fun, bright and modern nature.


Here are examples of collateral pieces and social media graphics

Business cards

social media buttons

web graphics


Brand Identity, business cards, social media graphics + templates