This summer I worked with Danielle Kamerman on her new consultation firm, inTandem Senior Care Consulting. The project was to build a brand from the ground up, complete with a primary logo, colour palette, wordmarks, and several additional graphic elements.
After mulling over several symbols that would serve as the focal point of the brand, I kept coming back to one of my initial ideas - the butterfly. A butterfly represents rebirth and a beautiful transition. As we grow and age, our later years may seem scary… but it doesn’t have to be that way. I felt the butterfly was the perfect image that reflected Danielle’s vision.
The colours followed a similar theme. Green is often associated with prosperity, growth, and peace. Yellow is a colour that represents joy, positivity, and optimism. Combining the two with the butterfly created an identity that encapsulated inTandem’s values and goals.
