International business coach, Eleanor Beaton, was looking to rebrand her business to better capture her new brand position. Moving from individual coaching to a broader content company meant that the current identity wasn’t working. She had a new name; Safi Media. But the name needed a new look. Creative Chameleon Studio was tasked with developing a logo and visual identity system that reflected the brand and helped distinguish the brand as a prominent player in the market.

The winning concept a classy, elegant icon coupled with a thin and timeless sans serif font. Delicate while energetic, the icon is built from four arrows pointed inward that come together to form an explosive image. SafiMedia produces content that helps female entrepreneurs invest in themselves, resulting in success, community impact, and a sense of empowerment. The final icon captures this brand while being distinctive and memorable.

Colors and supporting graphics do a majority of the work in a visual identity. The color palette is soft but eye-catching, using complimentary, high-contrast colors that stand out among competitors. Bold, geometric shapes can be used in various layouts to create engaging designs and represent the business building blocks that Safi Media delivers to female entrepreneurs.