The Art Of Living


I met Diane Weekly, founder of The Art of Living, at the eWomen Network International Conference while standing in line.  She introduced herself saying, “I’m a life coach” and I replied, “That’s amazing, what part of my life do you want to coach!?”  As the conversation went on she shared she was looking to refine her messaging to better introduce herself and the amazing work she did.  She wanted to redo her branding colors, logo, and website.  “I have a vision for what I want my branding to be, but not having that makes me hesitant to network and be seen the way I want to be seen.”

Having helped many others translate their vision into the visuals, I knew I could help.

Brand Design

In leveraging the Iconic Details branding process, we did an extensive discovery session to understand Diane’s vision for her business and brand.  Using this vision we established her brand strategy and differentiating YOU-niqueness.  Five brand themes emerged quickly. Repair and restore, flower power, storytelling, coaching significant relationships, and garden parties.  Rich with symbolism and depth, next we created her logo family.  First, we created the hand-drawn calligraphy word mark for The Art of Living.  This mark was designed to be artistic, whimsical, and modern Alice & Wonderland feel.  Still full of inspiration, we created a second logo mark, the key.  Key to the business and her methodology symbolizes Diane Weekley in the initials, wisdom, courage, and hope in the iris flower detail, the trinity in it’s triple loop, and a key to her garden party retreats.

Through the branding process we were able to hone Diane’s brand message, establish clear company values, and write concise mission and vision statements.  We reinforced her business model with detail and defining characteristics.  We discovered her brand persona and curated an iconic brand style guide.  The style guide gave direction for her website makeover, business cards, and print material.  We also created a one of a kind procard outlining her “10 Tips To Restore Your Relationships.”


  • Persona Perspective
  • Brand Identity & Concept
  • Brand Symbolism & Aesthetic
  • Color Palette
  • Typography
  • Logo Concept & Design
  • Print Material inspiration
  • Brand Messaging
  • Website Design Direction


  • Iconic Brand Binder
  • Branded Procard
  • Digital Business Card


  • Cosmital Designs, Website

Do you have a project you’d like to discuss?