The Growth Project

The Growth Project is a performance and development platform. It helps people build clarity, discipline and sustainable progress through structured frameworks, coaching and practical insight, and its whole argument is consistency over quick wins.

The problem was that none of that showed. The brand looked like generic self-improvement, a crowded category full of soft gradients and motivational typography, and it read as less credible than the work behind it. The site had the same issue: it could not carry programme structure, content or navigation clearly enough for anyone to understand what was on offer.

So the brief was credibility. Move the brand towards something defined and disciplined, and rebuild the site to actually hold the material.

The identity centres on a G drawn as a form in the middle of becoming something. Its curve reads as a seedling about to sprout, and a small accent at the tip keeps it unfinished on purpose, so the mark holds a moment of emergence rather than a completed shape.

It is the one literal move in the system, and it earns its place because growth is the entire proposition. Everything built around it stays typographic and quiet.

This was a team project. I worked on it as senior designer at ELLIPSIS.rocks, contributing the concept behind the mark, the illustration set, and the visual direction that holds the rest of the system together.

The platform is structured as a three part journey, so the colour system was built to match it rather than to look pleasant.

A warm golden palette carries the attract phase, positioning the brand as aspirational without becoming precious. It moves into a grounded green for the grow phase, where clarity and structure do the work. A reddish orange closes on retention, calm and considered, built for long term commitment rather than a conversion push.

Typography holds it together: Arima Madurai for headings, Montserrat for everything else. Strong hierarchy, deliberate spacing, no embellishment.

A custom illustration set gives the brand a voice that stock imagery cannot. Figures are drawn mid-task, tending plants stacked on books, so the metaphor stays close to the proposition without being explained.

Built as a reusable set rather than one-off drawings, so the team can pull a figure into a new layout without commissioning anything.

Rebuilt in Figma around programme clarity. The structure answers the two questions a visitor actually arrives with: what is this, and what happens if I sign up. Content, programmes and calls to action each get their own band rather than competing in one hero.

Stationery, cards and outdoor placements, kept to the mark, one green and a lot of space. A consultancy is judged on the object it hands over, so the card carries more weight than most of the digital work.

Campaign templates for the workshop programme, built on the same palette split. Each post has one job and says it once, which is the discipline the brand is selling.

The brand now reads as a structured practice rather than a motivational one, and the site carries programme content in a way people can navigate. Identity and digital run on one system across both.