Steer Clearly is a daily life and holistic wellness course led by Erin Quinlan. As a yoga instructor, she realized that people felt calm and empowered on their mats. However, once they left yoga class, they were right back into reality. Erin set out to develop a course that would teach the principles of a yoga lifestyle both on and off the mat.

This small identity project consisted of a logo system as well as branded materials for the course. The course would be built in presentation format, so it needed to be cohesive with the brand as well as easy to use. When I first met with Erin, she already had a lot of the initial work complete for her brand, including a brand platform and mood board. This helped guide the identity I was creating.

The Steer Clearly brand identity is feminine, beautiful, and slightly upscale. The main logo mark features hand-drawn custom type that represents the human and natural elements of this business. The organic leaves icon is a nod to the yoga lifestyle without being too overtly about yoga. The serif typeface creates a feeling of elegance while the contrasting sans serif typeface keeps the brand young. Each decision for this brand was made with intention, just as Steer Clearly guides people to live a more intentional life.