Brief: Awkward Therapy
Podcast Series w/ Lewis Howes & Jay Shetty
Lewis Howes (3x New York Times bestselling author and host of The School of Greatness) and Jay Shetty (award-winning host of the On Purpose podcast) were preparing to launch Awkward Therapy—a new podcast series exploring taboo topics through open, playful, and inspiring dialogue.
They approached me to develop a distinct visual identity that could stand on its own while feeling cohesive with their existing, globally recognized platforms. With a turnaround of just 2–3 days, the project required both speed and strategic precision.
Their vision was to explore taboo topics in a way that felt approachable, engaging, and distinct from their main platforms. They needed a fresh identity that carried its own personality—without overshadowing their globally recognized brands.
The Challenge
The greatest challenge was balancing the tight deadline with the depth of exploration their vision deserved.
The identity needed to be:
• Distinct from The School of Greatness and On Purpose brands.
• Bold, playful, and disruptive—mirroring the spirit of the show.
• Flexible enough for podcast covers, mobile icons, and digital extensions.
The Approach
After an initial creative call with Lewis, I dove deep into the meaning of “taboo” and its cultural connotations. The goal was to translate the idea of “breaking boundaries” into a mark that felt courageous, dynamic, and memorable.
I explored dozens of sketches, seeking a single element that could carry both distinction and simplicity. The breakthrough came with the letter K in “Awkward.” By flipping it horizontally, it became a visual metaphor for disruption—unconventional, playful, and instantly recognizable.
The Solution
• Custom Logotype: A bold wordmark with the reversed K as the central disruptive element.
• Logomark System:Extracted the flipped K as a standalone icon for scalable brand recognition.
• Therapist Icons:Playful sub-icons derived from the “AW” in Awkward, adding personality for Lewis and Jay.
The result was a brand identity that felt audacious yet approachable—perfectly aligned with the show’s mission of tackling uncomfortable conversations with humor and honesty.
The Outcome
Although Lewis and Jay ultimately decided to integrate Awkward Therapy under the School of Greatness brand instead of launching it independently, the identity stands as a bold and distinctive creative solution. It demonstrated how strategic branding—even on a compressed timeline—can deliver clarity, resonance, and visual storytelling power.
Primary Logomark
Custom Logotype
Typography | Font Direction:
ABCDEFGHIJKLMOPQRSTUVWXZ
abcdefghijklmnopqrstuvwxyz
1234567890
Color Palette
Lifestyle Mockups
Brief: Awkward Therapy
Podcast Series w/ Lewis Howes & Jay Shetty
Lewis Howes (3x New York Times bestselling author and host of The School of Greatness) and Jay Shetty (award-winning host of the On Purpose podcast) were preparing to launch Awkward Therapy—a new podcast series exploring taboo topics through open, playful, and inspiring dialogue.
They approached me to develop a distinct visual identity that could stand on its own while feeling cohesive with their existing, globally recognized platforms. With a turnaround of just 2–3 days, the project required both speed and strategic precision.
Their vision was to explore taboo topics in a way that felt approachable, engaging, and distinct from their main platforms. They needed a fresh identity that carried its own personality—without overshadowing their globally recognized brands.
The Challenge
The greatest challenge was balancing the tight deadline with the depth of exploration their vision deserved.
The identity needed to be:
• Distinct from The School of Greatness and On Purpose brands.
• Bold, playful, and disruptive—mirroring the spirit of the show.
• Flexible enough for podcast covers, mobile icons, and digital extensions.
The Approach
After an initial creative call with Lewis, I dove deep into the meaning of “taboo” and its cultural connotations. The goal was to translate the idea of “breaking boundaries” into a mark that felt courageous, dynamic, and memorable.
I explored dozens of sketches, seeking a single element that could carry both distinction and simplicity. The breakthrough came with the letter K in “Awkward.” By flipping it horizontally, it became a visual metaphor for disruption—unconventional, playful, and instantly recognizable.
The Solution
• Custom Logotype: A bold wordmark with the reversed K as the central disruptive element.
• Logomark System:Extracted the flipped K as a standalone icon for scalable brand recognition.
• Therapist Icons:Playful sub-icons derived from the “AW” in Awkward, adding personality for Lewis and Jay.
The result was a brand identity that felt audacious yet approachable—perfectly aligned with the show’s mission of tackling uncomfortable conversations with humor and honesty.
The Outcome
Although Lewis and Jay ultimately decided to integrate Awkward Therapy under the School of Greatness brand instead of launching it independently, the identity stands as a bold and distinctive creative solution. It demonstrated how strategic branding—even on a compressed timeline—can deliver clarity, resonance, and visual storytelling power.
Primary Logomark
Custom Logotype
Typography | Font Direction:
ABCDEFGHIJKLMOPQRSTUVWXZ
abcdefghijklmnopqrstuvwxyz
1234567890
Color Palette
Lifestyle Mockups