Lolli Lifting Logogram Design

For this freelance branding project, I collaborated with Lolli Lifting, a premium women's fitness gear brand, to develop a series of logogram concepts that aligned with their vision of empowering women in the fitness space.
The brand's founders, Lucy and Oli, sought to create a minimalistic logogram for their expanding product range, which would complement their existing identity and resonate with their target audience of young, active women.

To craft designs reflective of Lolli Lifting’s identity, I began by analysing the comprehensive client questionnaire I ask all clients to complete upon onboarding. This provided deep insights into the brand’s story, target market, and aesthetic preferences. From the signature pastel colour palette to their values of community, empowerment, and fun, I used these elements to inform my design choices. The client's desire for a minimalist symbol that could work across different product types was a key guiding principle during the design process.

While these design iterations were not selected, the collaboration was instrumental in helping me hone my ability to create relevant and engaging brand identities. Ultimately, Lucy and Oli decided to pursue a different direction with their branding, but this experience allowed me to experiment with various design elements and produce logogram concepts that closely aligned with their brand ethos.