The Change Lounge — Where Thoughtfulness Shapes Design
Through deep consultation and purposeful design, the brand was shaped to feel welcoming and mature, with a calming tone that gently signals transformation and growth.
Designed to reflect the values at the heart of The Change Lounge, safety, professionalism, and deep human care. The visual language is warm and minimal, with a sense of quiet confidence. Every touchpoint is considered and intentional, creating a brand that invites trust, encourages stillness, and reflects the transformation that happens when real change is allowed to unfold.
My Role
Brand Strategy
Visual Identity Design
Logo and Typography System
Colour Palette
Illustration Art Direction
Photography Briefing and Style Guide
Website Design
Collateral Design (Cards, Flyers)
Real-World Challenge
In the wellbeing and coaching sector, many brands struggle to visually and verbally communicate the emotional intelligence and depth of their work. The space is often split between overly clinical or overly abstract branding, making it difficult for clients to feel safe, seen, or emotionally connected. There's a growing need for brands that feel both credible and deeply human.
The Solution
The Change Lounge was created to embody warmth, clarity, and emotional depth reflecting a practice rooted in genuine transformation. What sets it apart is its ability to hold complexity without overwhelm. It doesn’t promise quick fixes. Instead, it offers grounded, intelligent support that meets people where they are.
The brand design mirrors this approach: minimal and calm, with a tone that feels both professional and personal. From the warm colour palette to the carefully considered language, each element is designed to create space for thought, for safety, for change. The result is a brand that feels trustworthy, emotionally intelligent, and quietly impactful, exactly what clients need in moments of transition.
Balancing Professionalism with Personality
This corporate portrait photographic style was chosen to reflect the values of The Change Lounge; calm, human, and grounded, with a clear sense of presence. It avoids stiff, overly formal corporate imagery and instead embraces a contemporary, authentic tone.
The relaxed posture, natural light, and personal styling allow the viewer to feel at ease mirroring the coaching experience offered. These images help communicate that leadership and transformation don’t need to happen in sterile boardrooms but can emerge from spaces that are warm, real, and emotionally intelligent.
Conceptual illustrations that represent emotional/psychological states.
These stylised conceptual diagrams were created to visually express the Four Rooms of Change a whole concept of methods, analytical instruments and models that can be used to support innovation, development and change used in coaching and personal development. Each room represents a distinct emotional state, brought to life through colour, texture, and symbolic architecture. The result is a visual system that makes abstract transformation feel tangible, human, and quietly profound.
Brand in Action
Messaging, Aesthetic, and Consistency Across Social Media
The brand was designed to feel cohesive across every touchpoint, from website to print to digital. The social media rollout played a key role in reinforcing the brand’s values through everyday communication.
Each tile maintains visual harmony across a feed, while still offering variety in tone and content. The messaging is grounded in accessibility and warmth, avoiding jargon, inviting reflection, and positioning change as something personal and empowering.
Core visual elements, such as the overlapping shapes, illustrations, and warm photography were adapted for mobile formats to ensure the identity stayed clear, consistent. Typography, colour, and layout were used flexibly but always within the established visual language.