40 Days + 40 Writes
Sector: Entrepreneur
Services: Full Identity & Collateral Design
Deliverables: Brand identity | Website | Social media assets
The Brief
40 Days + 40 Writes is a guided writing program designed to build creative discipline through 40 consecutive days of prompts. The goal was to create a “bold yet cozy” visual identity that would reflect a program where participants take their craft seriously within a warm and accessible space.
With a core audience of women in their 40s and beyond, the brand needed to prioritize visual clarity, emotional resonance, and high-readability standards while remaining welcoming to all. Grounded in the belief that “people are drawn to people,” the identity needed to center on the founder’s personality in order to feel both heartfelt and professional.
My Direction
The visual system is rooted in the concept of the “creative journey.” Inspired by the Biblical reference behind the name, the identity reflects two phases of a daily practice: the energy of the morning and the introspection of the night. This duality is expressed through a day/night color system, supported by minimalist high-impact typography and abstract landscape imagery. These elements come together to create a visual language that feels calm, focused, and quietly motivating.
The Result
Branding Suite: A flexible family of marks in a "day + night" color system designed for versatile, high-impact applications.
Custom Imagery: A cohesive library of abstract landscapes symbolizing exploration and progress, paired with a stylized portrait of the founder to reinforce human connection.
Digital Collateral: An accessibility-first website and Instagram system designed for clarity and consistency.
