PTEN
Let’s talk
A personal-development specialist who works mainly with mothers, in the belief that guiding a mother means guiding what comes next.
Ana Sofia supports mothers through personal growth. It is close, trust-based work — and the brand had to say so before the first conversation.
The sector is full of handwritten type and pink. That was not her.
Circles as the base, half-moons in combination: two shapes that embrace without overlapping. It reads as an embrace and as a rise — the two ideas at the centre of Ana Sofia’s work.
A dark purple for the base — serious, grown-up, far from the sector’s pink — with gold for the accent and a blue-grey for the resting areas.
The patterns use elements of the symbol itself, combined into textures that set the brand’s personality as a source of warmth and of rising.
A symbol that explains itself is a symbol that holds up. These are the construction rules and the clear space that keep it consistent in any application.
The build starts from simple shapes, which keeps the design stable at any size.
The defined clear space stops the brand from being squeezed between other elements.
The patterns repeat elements of the symbol to create continuity without repeating the logo.
The most important choice was subtraction: no handwriting, no pink, no family illustrations. Just geometry and colour.
Thirty minutes about what you sell and how you measure. If we are not the right choice, we will tell you straight away.
The brand speaking every day.
The identity gave her the shape; the socials gave her a voice. Content made for people with little time and a lot of guilt about not having it.
Questions that make you stop
“We all have 24 hours. How are you using yours?” The content opens with the question, not the solution.
Concrete swaps
Worry swapped for mindfulness, self-criticism for self-praise. Small changes, explained in a single image.
Ten-minute exercises
Short routines for people who don’t have an hour. Personal development is physical too.