Just Keep Swimming



  • Just Keep Swimming
    Ana Paula Ruiz is a Bikram Yoga teacher and a health coach. She strives to be shapeless and flowy like water, so we worked together to translate it into a brand and digital presence to amplify her voice and reach. 

    Such an intimate project needed a unique identity,  that’s why a caligraphic treatment seemed to be the right approach. Rough thumbnails sketches allowed to explore different compositions while different lettering styles helped found the right balance. Afterwards, the logo was vectorized and the spacing issues, connections, angles and baseline were adjusted.

    To reinforce the concept of free flowing and to reflect the free spirit behind this brand, the aqueous marbling technique was used to create35+ unique patterns inspired in ocean tides. Later on, they were digitalized and edited to create the perfect balance between the visuals and the logo.