Haven Triangle Identity
Laura Ghantous has practiced massage therapy for over twenty-five years. On top of that, she’s worked out of the same space for twenty years, building a steadfast group of clients who rely on her and her healing. When circumstances provided the opportunity to open her own practice, she jumped in with both feet.
Of course, we jumped in with her.*
Research
Design is informed by what we know about the client, their work, and their goals. This is why the HALO 22 team starts every identity development project with research.
For Haven Triangle, we knew the identity needed to represent peacefulness, relaxation, healing, relief, and a safe, welcoming environment. Laura had a strong pull toward “haven” as a way of summarizing all of that. “Triangle” differentiated in a way that tied into her story and allowed for a good domain.
With a name in place, we got started by reviewing the brand landscape of other therapists and spas in Raleigh, which informed our discussion on what might work for Haven—and why. Design is subjective, and audits help us confirm we’re on the same page before diving into developing visuals.
Design
With our research in mind, we were ready to move on to design—starting with the logo.
Logo
Our logo design process starts with testing a variety of fonts that best suit brand goals. We whittle it down to a few selects, then start testing them in logo lockups that we eventually present to the client. From there, we pick the final version and polish it up as we assemble a brand kit.
Haven’s logo features a smoothly-serifed typeface on ‘Haven,’ and a sans serif on ‘Triangle’ for full-name versions. However, the primary logo is set with an actual triangle rather than spelling out the word—which makes it especially memorable and unique.
Collateral Typography
The logotype guides our choices for collateral typography. For Haven, Larken and TT Commons Pro were incredible matches to the logotype, but with more styles and improved legibility for written content.
Color Palette
If there’s one thing we know about Laura, she loves purple. We knew purple would play the lead role in the color palette. So, we created a purple both tranquil and modern, and paired it with a soft bronze to add extra sophistication. The palette’s second tier provides a range of options with more colors and tones that elegantly support the first tier.
The Results
With the new branding in place, we were able to quickly pull together business cards, gift certificates, and a quick-ship website** to help Laura launch Haven Triangle just ahead of the 2024 holiday season.
*If you’re a client or have been around the HALO 22 team, you’ve probably met Laura. She’s our virtual office manager and bookkeeper. It’s a part-time job for her, but that doesn’t lessen her importance to HALO 22.
**More info on these projects coming soon!
Launching a new business? Need to rework an existing brand identity? Start a project with HALO 22.
