The Heartfelt Harmony Society is an online hub designed to guide women on a journey of self-love. The Society offers courses & guides centred around themes of Body Freedom, Emotional Harmony & business prosperity.
The Society’s founder, Cassie Mendoza-Jones, wanted the design to feel luminous & inspired, with a fresh colour palette, loads of white space, and dashes of gold foil. To strike the right balance of edgy and enchanted, I used fluid watercolour and crystal textures in combination with sleek geometric shapes, and introduced a handful of digital confetti.
Each workshop & guide has its own logo which features throughout the shop, sales pages and course materials to create a smooth experience for The Society’s tribe.
The brief for the ‘Business Guide’ emphasised that it should feel a little edgier than the others, while still tying in to the overall look and feel. To achieve this I incorporated a stark concrete texture into the design, to act as a bold contrast the gold foil.
Making the decision to work with Dani has been one of the single best business moves I’ve made.
It’s highly possible she reads my mind – before bringing my visions to life in ways I couldn’t even imagine.
CASSIE MENDOZA-JONES, FOUNDER