Rebranding for a holistic coaching business

Context

Mila Hogervorst of Mihu Coaching guides people, mostly women, who want to grow mentally and physically and feel better in their bodies. She shifted her positioning and started offering different services, which meant her existing website no longer matched what Mihu Coaching stood for.

Problem

The old website no longer told the right story. With a new direction and new services, a visual identity and website were needed that reflected who Mihu Coaching was now, not who it used to be.

Role and approach

The full visual identity, from branding to website design and development, was handled independently. When designing the brand, the obvious symbols within coaching, like stars or snakes, were deliberately avoided. Instead, a deeper look was taken at Mihu Coaching’s core values, so those values are reflected in the logo and the wider branding, meaningful rather than purely decorative.

Result

The project is still ongoing at the moment, with the final elements currently being worked out and refined.