Corporate yoga re-brand and identity design

Founded Wellness

Founded Wellness


Founded Wellness provides tailored wellness programmes featuring activities such as yoga, mindfulness and pilates to clients in London, including WeWork and Coca-Cola. 

Founded Wellness


Established by entrepreneur Aletheia Katherine Hunn, I was appointed to create a brand identity, website design and a range of sales and marketing assets that would appeal to the target audience of decision makers within corporate and medium sized businesses, which include HR directors, team leaders, event managers and wellbeing champions.

Taking inspiration from Japanese and Danish design, the brand identity strikes a playful balance between calm and confident, minimal and bold. A stated aim was to avoid any of the "wishy washy" connotations of the alternative wellness industry, and instead to ground the brand in tangible outcomes for busy professionals.

The Founded Wellness brand includes Japanese inspired custom illustration and patterns alongside a typeface that suggests flow and movement. Importantly for the brand communications, both photography and illustration are designed to co-exist. 

Founded Wellness


  • Logo design
  • Brand identity and guidelines
  • Illustration
  • Sales journey collateral 
  • Social media design
  • Digital toolkit design
  • Email newsletter design
  • Campaign design 
  • Poster design 
  • Brochure design

Founded Wellness Founded Wellness
Founded Wellness
Founded Wellness
Founded Wellness
Founded Wellness
Founded Wellness
Founded Wellness Founded Wellness

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