WORKS: Flourish The Visual Identity
Working on the visual identity for Flourish, an online community dedicated to female entrepreneurs, has been an inspiring project. The purpose was to create a timeless, simple, yet symbolic look that embodies the core values of growth, balance self-love, and community.
DESIGN SERVICES:
- Creative direction
- Logo & monogram design
- Color palette & typography pairings
- Stationery & visual elements
Words from Nicki Lagré the Founder of Flourish:
"When I shared the vision for Flourish with Michelle, I could tell right away that she captured the essence of it — not only with her mind, but with her heart. I gave her full creative freedom, and what she delivered feels like a work of art. I’ve worked with many designers over the years, but Michelle has a rare gift for turning words and emotions into visual poetry.
The monogram, inspired by yin & yang, is more than just a design — it’s a living reminder of balance, flow, and the harmony between the inner and the outer. It carries a simplicity and purity that truly moves you.
For me, it was never about having just another symbol, but about creating one that could hold the soul of Flourish. And that’s exactly what Michelle has given us, a symbol that, in its most refined form, embodies everything Flourish stands for."
The Concept: Thoughts Behind the Design
From the start, Flourish’s visual identity was designed to reflect subtle elegance, strength, and uplifting energy—mirroring the journey of women entrepreneurs balancing ambition with mindfulness.
The aesthetic fosters a calm yet energizing atmosphere, inviting members to pause, reflect, and connect. Simple but meaningful, it conveys inspiration, stability, and vitality.
The Design Process
Logo Typography
Typography was key. We chose a font for its fine lines and balanced forms, which create a sense of calm, precision, and harmony. This clean, classic font lets the brand’s message shine clearly while adding weight and credibility. Its timeless feel perfectly reflects the values of balance, authenticity, and presence at the heart of Flourish.
The Monogram
The monogram symolizes balance between life and leadership, ambition and presence. Inspired by yin and yang, it reflects the harmony of opposites: light and dark, rest and activity, joy and struggle.
Its circular, organic form embodies this flow, showing that balance is not perfection but strength in embracing both sides. The woven “f” unites name and symbol in a timeless mark of identity.
Typography Balance:
The typography combines strong, distinctive shapes with soft organic lines, This balance captures attention with confidence and strength, while the open, welcoming lettersforms add warmt, intimacy and readability.
The Color Palette:
A Harmonious Blend of Grounded Neutrals, Soft Feminine Tones, and Greens. The color palette is crafted to reflect balance, calm and vitality. It's a nuanced blend of grounded neutral tones, soft feminine hues and refreshing greens.
The foundation of the palette is built on Porcelain Clay and Cantaloupe. These warm, earthy tones serve as the core colors, grounding the identity with a natural, unisex appeal. They evoke warmth and approachability while maintaining timeless elegance.
Supporting the primary tones are the secondary shades of Warm Sandstone, Ember Dune, and Evergreen Depth. These colors bring depth and texture to the palette — the sandy and ember tones add subtle warmth and complexity, while the rich evergreen introduces a soothing, balanced green that connects to growth, renewal, and vitality.
To add moments of gentle vibrancy and softness, the palette features Velvet Meadow and Coral Melon as accent colors. These shades bring a touch of softness and femininity without overpowering the grounded nature of the overall palette. They create a subtle energy that uplifts and inspires.
The neutral tones Chalk White, Pale Petal, and Desert Shadow provide clean, calm backgrounds and subtle contrasts. These colors offer clarity and breathing space in the design, reinforcing the brand’s values of simplicity, balance, and presence.
A balanced palette that blends strength and softness, tradition and freshness—crafting a calm, inspiring space for female entrepreneurs.
The final Result:
The final visual identity captures Florish´s mission to create calm, connection, and balance.
Every detail, from the refined typography to the symbolic monogram, was designed to invite reflection and foster belonging — a visual expression of a space where women can truly flourish.