The premise & the project
DesertSpring is a consulting organisation specialising in team and relationship systems coaching – working in a relational manner with clients and organisations of varying sizes, to problem solve and work towards better communication and clearer purpose within any given team.
The name DesertSpring was created to reflect the idea of generating growth and cultivating potential in a stagnant or dormant environment. I helped Cara, the director, refine her brand strategy – teasing out the unique qualities of DesertSpring and translating these in to a visual identity.
The genesis of the idea was an individual arc, the concept of one person in a team expanding and increasing their potential. This gradually builds upwards and outwards, representing the many individuals in a team working efficiently together. This in turn reflects the scalability of DesertSpring's practice. The pattern also emulates the geometry of a rock-rose, a type of plant able to grow in arid conditions.
