Life Under Construction Logo
Life Under Construction is a coaching firm by Noora Hintsa, whose goal is to support people in designing lives that feel purposeful, balanced and sustainable where challenge becomes growth.
In the process of creating this logo, it was immensely helpful that Noora already had specific branding concepts and metaphors she wanted to use for her services. She wanted to emphasize the idea of viewing the coaching process as a form of construction or renovation while embracing imperfection and "humanness". She also preferred the look of minimalistic logos compared to logos with more visual complexity.
I was playing around with many ideas that leaned more heavily into the construction metaphor. However, I often found them to be impersonal and looking too much like the logos of construction or architecture firms. Instead I landed on a very minimalistic, yet warm visual expression with a hint of the idea of moving items into place when constructing a building.
I chose an earthy primary color to bring a softness to balance out the sharpness of the logo form.
josias.jensen@protonmail.com