Your Second Act Heidi Fossali


Heidi Fossali is an entrepreneur and life coach helping people rediscover themselves in their second act of life.

Brand Web UX UI

We were approached to assist with reinventing the ‘Heidi’ brand, with an end goal of building Heidi a sleek new website showcasing her energy and passion to inspire women to say hello to a life they desire and deserve.

Energetic. Vital. Warm. The ‘Heidi’ brand is a splash of bold personality – a pure expression of its founder’s vibrant energy and motivation for what she does.

A branding project like this one is one that is truly personal, requiring the empathy and artistic skill to translate founding passion into a commercially viable brand, ready to be used across multiple formats.

We were ready to dive right in.

From the exploration phase, a key focus was distilling Heidi’s vivid, endearing personality to create the ideal brand mark to be used across her communications.

We settled on the principles of exuberance and excitement – feelings one should have entering this new phase of their life – as the concept behind the logo.

To give Heidi maximum flexibility, the logo is as striking ‘short form’ as it is in full, designed to be utilised across multiple applications.

Through our initial conversations with the client, we assessed that the service should be sold as an opportunity for customers to rediscover themselves.

Ideation centred around progression of character, as well the excitement and joy that are inherent in this process of rediscovery.

Ready to meet the world, the final branding results shaped the designs for Heidi’s stunning new website, the perfect place to learn about Heidi and the services she offers.