Dom Smith
Credits
Creative Director | Letitia Lerm
Art Director | Claire Bruining
Strategy | Michelle Marais
Branding that doesn't smell like a gym sock.
Meet Dom Smith, the holistic wellness coach who refused to let her branding mimic the clichéd "dynamic gym vibes" often seen in the industry. Instead, Dom craved a unique identity that mirrored her feminine energy, set her apart from the competition, and remained adaptable enough to keep her audience engaged without inducing brand fatigue.
A flexible design system
The foundation of the design system is the logo mark, which serves as the basis for a pattern. The shapes within the logo mark have also been utilised to craft an icon set, contributing to the establishment of a strong and cohesive brand presence.
It's giving feminine energy.
This color palette is a reflection of Dom Smith's training philosophy centered around a female-first approach. It strikes a balance between bold dynamism and feminine.
