the gist
With over 30 years of rich history and a previous rebranding that never felt quite right, it was time to re-align for ambitious growth goals.
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 included developing a clear internal identity which drove 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 a range of natural sources and insights we revealed during the process, the logo is neither purely abstract (like the Nike swoosh) nor purely representational (like Apple).
The three 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.
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 a mature and lively continued development.
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 their most authentic self!
