Sasha Suresh has been a beauty and wellness entrepreneur for nearly a decade, alternating between LA/California and CDMX. Through her life experiences and learning new skills, she was able to improve her relationship with money, pay off her debts, generate a steady income and launch two successful brands: Jolii Cosmetics and Full Ritúal.
Sasha is convinced that mindset and being open to possibilities play an important role in the relationship with oneself and money, as does gratitude, which attracts more abundance into the life of the person who practices it. That is why her goal is to share her knowledge with an audience in need, training them from this perspective and generating a significant change in their lives.
Sasha Suresh came to me to bring her personal brand to life, focused on inspiring, helping and accompanying all those who wish to empower their mindset to attract abundance and financial success. Through a series of resources, such as practical guides, personalized sessions and an upcoming podcast channel; Sasha wants to be the leading reference in teaching, coaching and motivation with an integral brand that facilitates knowledge and products for self-development, awareness and financial success.
The three logo proposals included in this project are the second part of a series of steps related to the construction of the Sasha Suresh brand, which began with the development of its brand DNA. This allowed me an understanding of the brand's essence, personality, identity and unique reason for being, as well as other analyses of how the brand should be perceived in the marketplace and how it should relate to its audience. The three logo proposals seek to be the first visual element that distinguishes the Sasha Suresh brand, and their conceptualization allows to identify the key elements of the brand essence to make them durable over time, to determine its perception in the market and in the communication with its consumers.
The first proposal is based on three keywords that define Sasha Sureh's brand essence: mindset change, abundance and financial prosperity.
For the isotype, I first created two elements that have a disruptive point, that is, they could have been two perfect circles, but an important change modified their linear nature to start with a circular shape that creates greater fluidity. These two intertwined forms represent the birth of abundance and financial prosperity. However, these two entities cannot be created automatically, so the full circle represents the change in mindset that creates and unites abundance and financial prosperity. The result is an element that projects symmetry, fluidity and growth to the right. At the same time, it makes a slight reference to the initial "S" in Sasha Suresh's first and last names.
The logotype, on the other hand, maintains a san serif typography with two widths that give the whole an attractive and timeless essence. This is done with the intention of projecting a professional, stable and avant-garde character.
The second proposal is inspired by the two initials of Sasha Suresh's first and last name. Working with the letter "S," I was able to divide it horizontally and generate a stylized design with pronounced curves, straight lines and variable widths that tend to open and close.
The construction of the isotype consists of a horizontal succession of circles that represent the intrapersonal intellectual operation produced by the processes of reasoning and generate the ways of thinking of each person. The union of the two letters into a single visual element represents the work of Sasha Suresh, which fulfills the function of creating a direct 1:1 mentoring relationship (more human and personalized) that generates a transcendental change in people's minds.
The logo, on the other hand, implements a serif typography that brings a feminine touch in its curves and corners. This is done with the intention of projecting an intimate, delicate and modern character.
Finally, the third proposal is inspired by Alchemy as a process that involves the human psyche and the capacity for transformation that each of us possesses.
Inspired by the symbolic elements of this philosophical discipline, I was able to create an isotype that encompasses the whole process of changing a person's mentality through a new consciousness. The first element represents 6 concepts that are the set of actions that generate the work of Sasha Suresh: first, it begins with inspiration and teaching; and later she offers help, training, accompaniment and motivation. The second element represents the head as a living matter that contains the human mind. The third element represents the union between abundance and financial prosperity with two perpendicular disruptive elements that symbolize precisely the change in mindset. All elements together seek to embody the information, knowledge, wisdom and experience that flows from top to bottom and transforms the human mind.
On the other hand, the logotype implements a san serif typography with two widths that tend to be narrower in the curved edges. This is done to add delicacy to the rigidity of the straight lines in both the logotype and the isotype; and to maintain the timeless, resolute and mystical character.
