CE for the Soul
Portfolio Case Study | CE for the Soul (2023)
Client: CE for the Soul a startup continued education (CE) program for nurses, combining required CE credits with wellness retreats (yoga, healthy food, and recovery-focused CE program)
Role: Brand & Logo Designer (Concepts, Custom Illustration, Logo Design, Brand Guidelines, Collateral Design)
Year: 2023
Tools: Illustrator, Procreate, Photoshop
Deliverables: Logo design, full brand guidelines, business card, apparel design, sticker design
Overview
I built the brand identity for CE for the Soul, a startup offering nurses a way to earn required continuing education credits while attending all-inclusive wellness retreats including yoga, healthy food, and recovery, alongside their coursework. Referred to the client directly, I designed the logo, illustration style, and a comprehensive brand guidelines document, then extended the identity into real-world applications like business cards, t-shirts, and stickers.
Problem
As a new startup, CE for the Soul needed a brand that could:
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Speak credibly to nurses, a licensed, clinically-minded audience, while still feeling warm and restorative
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Bridge two very different worlds in one identity: structured professional education and a relaxed wellness retreat
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Stand out in the CE space, which is typically dry and corporate
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Come with clear, thorough guidelines so a brand-new company could apply the identity consistently, even without a designer on staff
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Translate beyond the logo into tangible materials the client could actually use and hand out
My Role
I led brand concept development and design solo, from initial custom illustration through the finished logo, guidelines, and applied collateral. Working in Procreate for early sketches and Illustrator for finished vector work. I documented the full system in a brand guidelines deck covering logo variations and usage, color palette, typography, illustration style, voice and tone, and do's and don'ts.
Work Highlights
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Developed original brand concepts for a nurse-focused CE and wellness retreat startup
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Designed and vectorized the primary logo in Illustrator
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Built a comprehensive brand guidelines document covering logo usage, color, typography, illustration style, voice & tone, and do's/don'ts
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Extended the brand identity into applied collateral
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Created a full, launch-ready visual identity for an early-stage startup, from strategy through tangible materials
