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Project:

Brand Strategy
Visual Brand Identity Design
Website Design & Development

Brand Mission

The vision behind the Practice San Francisco brand is to offer kids, teens, and parents opportunities to practice the skills needed to live daily life with equanimity, presence, and joy.

Target Market

Affluent adults and teens who are open, aware, engaged, and willing to take risks in trying new strategies and ideas. Through appealing first and foremost to the adults (primarily moms) in the community through a hip/modern/luxe vibe, Practice San Francisco hopes to engage people in all phases of family life – from moms with babies, young kids and elementary-school-aged children, and teenagers.

Logo Exploration

Taking into account the brand keywords of clean/streamlined, hip, peaceful, elegant, and luxe, I knew a simple-but-custom wordmark would fit the Practice San Francisco brand best.

The clean custom typography feels open and easy, and its simplicity adds luxe and elegance.

The “P” in practice is designed with an open-loop to imply continued motion – the idea of practice and repetition and continuing to incorporate the skills needed for living life with equanimity, presence, and joy.

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