Brand

LYV The Wellness Space Brand Guidelines

Identity system and written guidelines for a wellness brand — logo, type and colour.

Client: LYV The Wellness Space
Industry: Wellness
Role: Brand identity and guidelines
Services: Brand identity, Logo design, Typography system, Brand guidelines

The problem

LYV's identity was being applied by different people across different materials. Without documentation, consistency depends on whoever happens to be producing the asset.

Background

A wellness brand needed a documented identity so the logo, type and colour would be applied consistently by anyone producing materials.

Objectives

01
Document the identity so anyone can apply it correctly
02
Cover the real range of placements without redrawing the mark
03
Keep future extensions inside the system

Audience: Internal teams, vendors and agencies producing LYV materials.

Process

Planning, strategy, execution.

01Planning
Auditing how the brand is actually used
Planning started from the applications the brand needed rather than from an ideal set of rules.
- Identified the placement range driving lockup requirements
- Determined what had to be specified versus left flexible
- Scoped the guidelines to what a producer would actually reference
02Strategy
Clarity as the brand attribute
Typeface and palette decisions were made against the brand's own position — clarity, innovation and human-centered optimization.
- Montserrat specified for scientific precision with approachability
- Full weight range documented so hierarchy is repeatable
- Palette organised into primary plus secondary and accent ranges
03Execution
Written down so it holds
Execution delivered lockups and rules in a reference format that survives handoff.
- Stacked and horizontal logo lockups
- Typography scale and weight specification
- Colour system with defined roles

Creative approach

Stacked and horizontal logo lockups cover the range of placements the brand needs without redrawing the mark.

Montserrat is specified as the typeface — a clean, modern sans-serif that blends scientific precision with approachability for a brand focused on clarity, innovation and human-centered optimization — documented across the full weight range.

The palette is organised into primary colours plus secondary and accent ranges so extensions stay inside the system.

The work

Walk the deck.

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01 / 01Brand guidelines — logo, type and colour

Delivered

Logo lockup set
Typography system
Colour system
Written guidelines

Scope of ownership

Brand identity and guidelines authorship
Defined the rules that govern future application

What this project demonstrates

Brand governance work — the difference between designing a logo and maintaining a brand.

Performance results for this project are not published here. Metrics are available on request where the client has cleared them.

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