Creating a grounded personal brand.
Anne-Floor De Potter is a spiritual practitioner creating a safe and grounding space for sensitive women to come home to themselves. What began as a Reiki practice from her home five years ago has grown into a community of more than 300 women finding their way back to their own rhythm through her work.
A big part of the process was understanding how Anne-Floor makes women feel safe through her practice. To capture that feeling, I needed to understand her as a person too. Much of her world came to us in Dutch, so our conversations became an important part of understanding what she does and how it feels. We spent time getting to know each other before translating any of that into design.
The result is a hand-pressed, stamp-like identity that feels lived-in and human, from the flowing wordmark to the bold AFDP monogram. Nine hand-drawn icons bring her practice to life and give the identity a visual language that feels grounded, expressive and quietly inviting.
