the gist
With over 30 years of rich history and a previous rebranding that never felt quite right, it was time to re-align.
The center was founded in 1992 as Servant Leadership School of Greensboro, and renamed Second Breath in 2018 when they established their formal place as a 501(c)(3) non-profit.
The initial scope of work, motivated by two years of deep community listening, included developing a clear internal identity which fueled the naming process, logo design, and foundational visual identity as they step into what they refer to as an "exciting renaissance for the organization".
brand heartbeat
Wise, warm, nurturing, and inclusive with grounded humility.
An artistic space between
Inspired by natural elements and insights revealed during the process, the logo is neither purely abstract (like the Nike swoosh) nor purely representational (like Apple).
The three outer elements are a reference to the center's recurring approach to conceptual triplets, most notably their core emphases: practice, presence, and purpose.
The solution is given structure and stability with a central element which reveals a hidden joyous figure within, arms raised toward the sky, creating an organic and interpretable face for the organization.
The naming process was an unexpected pivot mid-logo process, after learning their choice prior to our engagement was not available for trademarking.
Using the Brand Brief as a guiding light, we explored a range of names within a selected group of categorical themes.
Each name was vetted for availability across urls, social media handles, and trademarking.
The final solution, kinward, is a community-derived idea that was previously considered—the process organically brought it back to the table and is explained by the following:
kin: family, unity, togetherness
kin-ward: moving* with Spirit toward kinship
*An important emphasis to their philosophy: the motion is both inward and outward, respectively, while also observing and learning from the dance of the pair as a singular idea in itself.
The overall look & feel for the brand is earthy and relaxed, positioning them as approachable across generations.
A foundational set of practical guidelines for typography sets the brand up for continued development.
Not technically part of the deliverables, one of the team had recently expanded their family, so I thought it would be fun to see how a onesie would look. Turns out, adorable!
Results
Kinward's new name and logo were recently revealed to a intimate group within the community, with much of the brand transition to come.
A foundation has been set, a north star has been defined, and now this charming spiritual center begins the journey of transition.
I look forward to opportunities to further strengthen their toolkit and guide them to the most authentic expression of their organization!
client feedback
"The magic of working with Gianni was how seamlessly he stepped into an organization shaped by a depth of listening and care, and how quickly he helped us visually represent our dream—a dream that reflects both who we are and where we hope to go together. His process delivered creativity, honesty, and thoughtful communication."
Elizabeth Irwin
Executive Director
kinward
