Toronto-based Brand Designer & Creative Director
branding & creative direction
Guided
Building a brand for the work of finding your way
(2025)
Guided is in the business of personal growth and healing, which is a category that tends to go one of two ways. Either it's clinical and cold, or it's so soft it stops meaning anything. We wanted neither. The goal from the start was something organic and calming that still felt grounded, a brand that could sit with someone at a hard moment without floating off into the ether.
The mark pulls four symbols into one icon: the North Star, a compass, a lotus, and the third eye. Guidance, direction, transformation, awakening. Four ideas that could easily have been four separate logos, resolved into a single shape so the brand says all of it at once instead of picking one. The wordmark is a strong sans serif, because clarity is its own kind of reassurance here, and burnt sienna carries the palette. It's an earth pigment, one of the oldest we have, and it does the grounding work that the more expected choices in this space, the sage greens and pale blues, don't.
