re:knowing

Freelance | Brand Identity Design

Re:knowing, Inc. is a wellness organization that fosters community and offers cutting-edge therapies across numerous modalities.

These include entrepreneurial coaching, psychedelic counseling, and BioTuning — a system which delivers personalized binaural beats in order to relieve stress.

The goal of Re:knowing is to help individuals reach their potential and feel a sense of belonging, as expressed in the group’s mission statement and tagline: “Committed to Raising Vibration.”

Re:knowing’s brand identity needed to strike a balance between mystery and inclusion, between psychedelic and professional.

Problem & Process

This project was all about balance. Dealing with such an esoteric organization, and from my brand intake and analysis of the competitive landscape, I knew that I needed to produce an identity system that was cohesive, clear, and ordered, without sacrificing connotations of spirituality, harmony, insight, and a touch of mysticism.

Upon working through branding exercises with the organization’s founder, Matt Kosterman (pictured), we determined that the brand’s visual expression ought to connote curiosity, love, and a feeling of personal and universal connectedness.

Matt Kosterman, Founder & CEO of re:knowing, on a spiritual retreat in Ecuador

Above all, as a new brand entering a crowded spiritual-wellness field, re:knowing needed a brand identity that was distinct, engaging, and memorable — including a custom, warm, humanist san serif logotype and an eye-catching, simple logomark.