We designed a vibrant identity capable of communicating personal development and growth while staying true to Jose’s personality and active lifestyle.

We refined his hand signature and conveyed that from this moment on, he would add the arrow pointing forward at the end. A minimal but powerful symbol, the arrow is also present as a geometrical and chiseled isotype and background, as part of this flexible branding system.

For Jose’s sub-brands, such as his one-day programs, conferences, and podcast series, we decided to implement a customizable and easy-to-manage system, showcasing the concept of growth by progressively adjusting the weight of each character.

The color palette provides high impact through contrast. The black and yellow are reminiscent of sports and activewear, and combined with dramatic black and white photography, become outstanding. We wanted to transmit Jose’s edge, his attitude, taking distance from the expected calm and soothing pastel colors associated with coaching and mindfulness. The secondary typographic system, chiseled cut icons and graphics, complement and make the brand system whole, by adding more dimensions to explore and experiment with the brand, while keeping it cohesive.