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Dom Smith Cover

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.

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