Lion’s Heart Brand System
Building a brand system
with mind, body & heart.
CATEGORY
Brand Strategy
Brand Design
Print Collateral
Publication Design
Web Design
OPPORTUNITY
Zac Potter created a whole health system with a relentless dream—to create the leadership and tools the world needs to become healthier within the mind, body and heart. But a complex system of knowledge organization requires an even more complex design system. A health program chock full of infographic design, print collateral, a 200+ page book, and accompanying digital assets is almost as large of a task as the Lion’s Heart mission itself.
PROCESS
I began with the logo—a three-piece series of shapes, each representing a pillar of the Lion’s Heart ethos. After the logo, I created a robust color palette representative of a full spectrum of health with a bright and approachable goal in mind. Once typography and illustration had been established, the collateral elements, book designs and accompanying digital resources quickly followed.
The logo
There are multiple variations on the logo for maximum flexibility in any situation—positive, reversed, horizontal, vertical, logomark and icon only options are all available for use.
It all begins with an idea. Maybe you want to launch a business.
The logo breakdown
Each of the logo segments is a visual representation of the pillars behind the Lion’s Heart brand:
2 segments that define a healthy mind
Core Life Skills, Career Specializations3 segments that define a healthy body
Medical & Nutritional Knowledge, Physical Ability, Healthy Lifestyle6 segments to define a healthy heart
Love, Will, Gratitude, Unity, Grace, Wisdom
Brand pillars
Core brand elements
A bright, inviting color palette was created alongside the Primary Yellow to create a more full spectrum of colors, each of which become representational to any given area of health in an approachable and fun way. The icon system uses minimal styling to help move storytelling forward, not detract from it.
Collateral
An endless list of collateral elements are needed for the Lion’s Heart brand—from resource materials, to forms, to checklists and beyond, the gallery continues to grow every year.
Infographics
Whether standalone or as a part of a larger publication, infographic design is a core element of the Lion’s Heart educational process.
Lion’s Library Publishing
Book designs
Foundations of Human Health and Action Book - the Body story
Defining Love - the Heart story
Website
The Lion’s Heart website currently hosts information on training programs, myriad resources and videos on workouts and yoga flows, and a new AI page introducing Lion Labs, a new venture from Lion’s Heart to keep your best health just a tap away.
View the full site at lionshearthealth.com.