Case Study:
Ani Zakari Coaching Details:
Ani Zakari Coaching is a private practice that helps adults and teens with ADHD navigate the world in a way that works with their own unique wiring.
Scope:
Visual Identity
Web Design
Typography System
Color Palette
Logo Design
Curated Stock Photography
Graphic Elements
Print and Digital Collateral
I worked with Ani to develop the branding and website for her private practice—a bold new venture that had been over 25 years in the making. A former stay-at-home mom who put her psychology career on hold to support her neurodivergent son in school, Ani’s personal story was integral to the design direction of this project. While Ani had a lot of experience in the field, it was crucial to keep in mind that this private practice was not that of a clinician or practitioner, but of a life-coach. Combined with the task of designing for a target audience that specifically struggles with holding engagement, impuse control, and executive functioning, it was crucial that this visual system strategically weave Ani’s understated elegance into a design system that was clean, interesting, and expressive, to appeal to her vast client demographic.
An elegant serif paired with a modern script created an eye-catching logotype unlike anything you’d expect to see on the website of an adjacent professional. We developed a brand theme of a rich, emerald green and a deep, subdued purple, simultaneously grounded in soft, creamy neutrals and heightened by bright, sorbet-pink CTA’s and accents. I curated an album of licensed stock photography to ensure that the imagery adequately conveyed the lifestyle angle of ADHD-coaching, as well as to maintain visual cohesion with graphic elements. I added annotation animations throughout to both guide readers’ eyes to key words when they skimmed the text, and to resonate as common habits—scribbling notes, doodling on homework, or annotating long chunks of text—so as to communicate, I’ve been there too.
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