Subject Self – Brisbane, Australia

From the
inside out –

Moving from the inside out, helping empower individuals to create a life they love, so they shine brightly in the world.


Rebecca approached us to develop a name and brand identity for her new Brisbane based business. With a rich and varied career in the 'corporate' world, she decided it was time to start a business utilising her valuable experience in coaching.

Her idea was simple, provide one-to-one life coaching for a range of individuals looking to refocus and 'design' a new direction in life. After an initial briefing session we presented back a range of design territories and ideas looking at self-reflection and analysis. From here we shaped and named the idea of Subject Self.

The design approach balanced both the verbal and visual. The sans serif logo is a simple flip, representing the notion of looking at yourself from the inside out. Language relating to the journey and coaching sessions could be used as a suffix to the logo – 'Subject Self Reflection etc. The colour palette is warm and feminine, to reflect both Rebecca and her initial female target market. The overall identity is pursposefully reductive and visually balanced.