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Brand Identity
A rebrand for Soul Happy, a business based on bringing emotion wellness and education to students of all ages.
Description
Soul Happy teaches kids in schools nationwide how to understand their emotions, navigate conflict, and feel good in their own bodies. Emma had outgrown her original brand and needed something that could walk into a room with school administrators, speak to anxious parents, and still feel like magic to a ten year old; all at the same time. This project was created during my time as Brand Strategist at Concetti. All work belongs to Concetti studio.
Process
Emma had a logo from when she first started years ago. For a while, it worked. But her business had grown into something bigger, she was being brought into schools across the country, scaling her team, and starting to feel embarrassed handing over materials that did not match the level of her actual work. She did not just need a new logo. She needed a brand that had caught up with who she had become.
01
Emma does not have one audience. She has three. School administrators who hold the hiring power and need to see credibility. Parents who need warmth and approachability before they trust her with their kids. And the students themselves who need something kid friendly without making the adults in the room take her less seriously. That tension became the design problem to solve.
02
Emma's whole work is about helping kids understand their emotions; messy, overlapping, hard to separate. Watercolor became the natural visual language. It was already part of her classroom, and the way pigments spread and merge felt like the most honest metaphor for what she teaches. Fluid, alive, and honest about the fact that emotions do not stay in clean boxes.
03
We built a color system that did real strategic work. Yellow for student facing materials. Blue for administrators. Orange for parents. Each audience got their own entry point into the brand without it ever feeling like three different businesses. Watercolor imagery, intentional taglines, and type treatments that breathed and moved carried the concept across every touchpoint.
04
When Emma saw the full brand pulled together for the first time she could not stop smiling. She said she felt seen. Within weeks she was posting about expanding her team and taking on more schools. The brand did not just catch up with her. It gave her somewhere to grow into.
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