Goal
Strategy and Style Exploration Sessions
At the kick-off phase, we began with the 2-day Strategy Workshops to uncover the situation to the deepest layer. We underwent vitally important exercises for discovering the WHY, HOW and WHATs of the brand, positioning, values, archetypes and brand personality.
Following the Strategy phase, the second part of the kick off was art direction meetings where we ended up which path to go with our logo and visual identity. It included determining the style of the potential logo options, and was indispensable for the design process.
Challenge
Astrology is often perceived as either overly mystical or visually chaotic, lacking clarity and sophistication. Creating a personal brand that feels both credible and refined—while maintaining warmth and emotional depth—was the core challenge.
Solution
The Logo
Star constellations have always been wonderful and intriguing for the human societies for tens of thousands years. It was impossible to avoid using constellations for the logo design.
Having a modern and elegant design was sought as we want to look mildly exclusive and friendly at the same time, yet the elegance was the first focus to create.
The icon that is also the letter "Ö" (pronounced as /eu/ in Turkish) is formed by a cancer constellation shining in the heart of our brand's initial.
