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 discipline through 40 consecutive days of prompts. Inspired by the Biblical reference of “40 days and 40 nights”—representing a significant period of preparation and transformation—the brand is rooted in the concept of the “creative journey” and the daily rhythm of a writing practice. The design goal was to establish a “bold yet cozy” identity where participants take their craft seriously within a warm, accessible environment.
With a core audience of women in their 40s and beyond, the visual branding needs to prioritize visual clarity, emotional resonance, and high-readability standards. Grounded in the belief that “people are drawn to people,” the system should center the founder’s personality to ensure the program feels both heartfelt and professional.
My Direction
The visual identity sits in the push and pull between opposites. This duality is expressed through a day/night color system where gold represents the energy of morning light and dusky sage represents nighttime introspection. The pairing of stylized, solid blocks of color for the “40s” with a light-as-air typeface further emphasizes this tension, creating a high-contrast system that remains clear and legible. Supported by abstract landscape imagery, all elements come together to create a visual language that feels welcoming, soothing, and quietly motivating.
The Result
Unified Visual Architecture: A flexible family of marks utilizing a "day + night" color system to visualize the program’s daily routine.
Strategic Imagery: A cohesive library of abstract landscapes symbolizing exploration and progress, paired with a custom portrait of the founder to reinforce human connection.
Digital Collateral: An accessibility-first website and social system designed for clarity, ensuring the brand remains welcoming across all touchpoints.
