Kies Coaching

Kies Coaching is my father’s life-coaching practice focused on helping people rebuild confidence, manage stress, and navigate the hardest phases of their lives, including addiction recovery. When he asked me to design his logo, I knew I wanted to create something that felt grounded, meaningful, and timeless. The visual identity needed to carry emotional weight, but still feel welcoming and human.

This project became a blend of symbolism, personal connection, and a whole lot of refinement; all built around the idea of unlocking personal growth.

Creative Process

Ideation

From the start, I was drawn to the fusion of a tree and a key; it captured everything the brand needed to say. Even though I pushed myself to explore alternate concepts (abstract marks, initials, simpler icons, etc.), nothing matched the emotional weight of the tree/key hybrid.

The idea really stuck because it told the story of what Kies Coaching actually does. Your branches represent the choices you make. The trunk is the foundation you build. And the key symbolizes unlocking that next chapter — the moment someone decides to change their life.

Final Logo

A Mark Rooted in Connection, Clarity, and Growth.

The final symbol blends the stability of a tree with the empowering nature of a key. It carries this quiet harmony, grounded yet uplifting, structured yet organic. There’s curiosity in the way the branches form, but also a sense of calm. It doesn’t shout, but rather invites.

To me, this version finally nailed the balance I was chasing: connection, harmony, and a real sense of “unlocking potential,” without being too literal.

It feels like something you’d trust with your life, which is exactly what life-coaching requires.

Moodboard

I started by exploring imagery tied to transformation; things that felt regal, calm, and rooted in inner strength. Trees kept showing up again and again: not just because they’re beautiful, but because the Tree of Life is a universal symbol of renewal, branching paths, and the idea that everything we experience is connected. It represents resilience, rebirth, groundedness, and that slow and steady climb upward.

Keys also became a central theme early on. The name “Kies Coaching” almost begs for that metaphor: the idea of giving someone the keys back to their life, their clarity, their direction. Combining nature with the symbolism of a key just felt right, it’s growth with purpose.

The moodboard captured all of this: earthy tones, strong silhouettes of trees, old-world keys, and natural light. It immediately set the tone for the entire brand.

Zeroing In

Once I committed to the tree/key concept, everything became about clarity and balance.

I wanted to reduce the leaf count a bit to let the branches read more clearly, tightened the overall silhouette, and spent a surprising amount of time tuning the geometry of the key itself. The proportions needed to feel classic and trustworthy — not cartoonish, not modern for the sake of being modern.

This is also where the type decisions came in. I chose a font that feels clean and confident, something that complements the logo without fighting for attention. The typography helps anchor the symbol in a professional space while still leaving room for warmth and empathy.

Every tweak was about making the logo feel intentional, meaningful, and memorable.

Seasonal Color System

Growth Looks Different in Every Season; So the Brand Does Too

Because Kies Coaching is rooted in nature and personal growth, I designed the identity to subtly shift with the seasons. The core logo stays constant, but the leaf colors adapt, creating four distinct moods without ever losing the heart of the brand.

Fall

Resilience & Transformation

Fall takes on richer, warmer hues. The season to me is all about resilience, the idea that even as things get tough or start to fall away, there’s beauty in that change. Just like the leaves cycle every year, people can too.

Winter

Reflection & Connection

Winter cools down into soft blues. This is the season for slowing down, reconnecting with family, and assessing of where you are. It’s a reminder that stillness has value, and growth doesn’t disappear when things get quiet.

Spring

Hope & New Beginnings

For spring, I leaned into cherry blossom tones. They’re symbolic of renewal, clarity, and that quiet sense of optimism you feel when life finally starts moving again. Spring represents hope for the future and the moment where change feels possible.

Summer

Exploration & Momentum

In summer, the leaves shift into lively greens. This season stands for growth, exploration, and rediscovering yourself. It’s the energetic push, the “go out and try things” chapter of personal development.