CREATIVE COACHING BRAND IDENTITY & WEB DESIGN | NEWCASTLEALANYA VAN DE WIEL
Empowering creatives to thrive and connect.
Alanya approached me to create a complete visual identity and digital home for her coaching business. As a creative coach, her mission is to guide emerging artists toward building confident, connected, and sustainable careers. She needed a brand that felt professional and grounded, yet remained approachable and inspiring, a visual reflection of her supportive nature and the deep impact she makes on the creative industry.
Scope of work
The Branding Suite package
• Custom Visual Identity (Logo & Brandmark)
• Colour Palette & Typography System
• Brand Guidelines & Social Media System
• Imagery Direction
• Website Design
Creative Response
The visual direction focuses on clarity, confidence, and connection. To mirror Alanya’s grounded presence, I designed a logo featuring a custom high-contrast serif, its sharp lines providing a sense of stability and architectural strength, while its elegant curves retain a feminine warmth. This is paired with her family name in a minimalist, modern sans-serif to ensure the brand feels approachable and current.
The brandmark, three interlinked triangles, serves as the heart of the identity. A symbol rich in creative meaning, they represent the balance between inspiration, skill, and expression. Their dynamic form reflects the energy of the creative process, constantly evolving while remaining harmoniously connected.
We extended this sense of warmth and trust through a palette of charcoal, soft cream, and muted gold. This "human" touch continues onto her website, which was designed as a calm, welcoming space for artists to land. Every detail was considered to ensure the structure feels effortless, allowing Alanya’s message to shine without distraction. From the natural-light imagery to the cohesive social media system, the result is a brand that nurtures creative momentum and feels deeply personal.
