Gather + Ground
Live Brief
Identity • Community • Branding
Community
Nature
Diversity
This rebranding was inspired by the
concept of a compass which was used
multiple times in the brief. The Compass
is a form of guidance, and this is how
Jasdeep (Co-Founder) described foraging which helped her gain an “inner compass of peace”.
This brand is all about guiding people, giving people direction in life whether it’s for children who are understanding themselves, or adults who are healing. Gather + Ground is here to be a force of guidance.
My Process
Brief
Gather+Ground is a wellness brand that needed a rebranding to communicate their brand and attract their audience.
Insight
This brand helped the founders find a “compass of inner peace“ and it aims to do the same for its audience.
Solution
The solution was to create a compass-themed brand that represents directing its audience to healing through nature.
The Logo Mark
This redesign was built on the idea of saying a lot without showing a lot. The interlocking of G represent the two founders coming together to create the business, this creates a leaf shape in the middle that subtly leads to the compass like point at the top which represents how the brand will uplift people through nature.
I incorporated natural elements throughout the website to guide the viewer’s eye—like leaves pointing toward titles and buttons—reinforcing the narrative that nature is leading the way and encouraging exploration.
The assets combine minimalist nature-inspired symbols (like flowers, the sun and stones) with Indian-inspired illustrations, symbolizing the fusion of two distinct brands while creating a playful visual identity. The Recoleta font family complements this with its sophisticated yet minimal design, offering readability at any size and aligning with Gather + Ground’s values.
Brand Animation
This animation brings the new brand identity to life, showcasing its full visual language and design elements in motion.
*The brand patterns have a mix of some of my word and stock icons from @Freepick*
*All stock footage is not mine and belongs to adobe stock*