Featured project: small business branding & marketing collateral

Clockwise from left: Tribe Wellness logo, Worksheet, One-Sheet Promo, Program Logo and Icons

I recently worked with a client launching a new business. Not only do I love working with up-and-coming businesses, but it was wellness-related to boot! Started by wellness coach Amy Nadelen, Tribe Wellness offers health coaching for families. Their mission is to tackle the issue of childhood obesity from a holistic perspective, offering tools and support to the entire family. My client liked the idea of using a Tree of Life—a traditional symbol of interconnectedness—so I used that in my initial design concepts. It was eventually chosen as the final, but I also explored a simpler tree motif (signifying strength/family) and a subtle “tribal” design. Once the logo was designed, I designed promotional materials, a One-Sheet Promo and “RX Pad” (for doctor’s offices), as well as a Program Workbook template.


  • Creating a logo and overall identity that would incorporate the three components of “Our Healthy Tribe,” their coaching program (learn/grow/discover)


  • The logo’s graphic elements were successfully “dissected” to create three program icons
  • A logo for “Our Healthy Tribe” was created from the main logo, to strengthen the overall branding

Production highlights

  • After lots of tree research, the final logo was hand-drawn, scanned and redrawn in Illustrator
  • The Tribe Wellness website was created by my friends (and website hosts) Tasty CMS!
 See examples of all of the Tribe Wellness materials here.