The Soul & Strategy Co.
The Soul & Strategy Co., founded by Samira Dean, is a fractional HR leadership, consulting, and coaching business based in Ontario. She helps organizations strengthen their people practices through strategic HR leadership and heart-centered guidance.
Samira reached out because she needed a cohesive brand identity and online presence, including logo design, branding strategy, and full website design that felt distinctly her: warm, grounded, and approachable, but also bold and trustworthy. She wanted something polished, friendly, and reflective of her authentic leadership style.
Client
Samira Dean, The Soul & Strategy Co.
Location
London, Ontario
Services
Brand Identity, Logo, Web Design
My Approach
As an HR consulting and coaching company in Ontario, The Soul & Strategy Co. needed a strong brand foundation that stood out from traditional HR service providers. Samira’s work sits at the intersection of strategy and human connection, and her brand needed to reflect that balance. Some key components of her business included community, making connections, and cohesiveness.
The challenge was to create branding and web design that communicated her expertise without feeling overly corporate, while also reinforcing the warmth and approachability that defines her coaching and leadership style.
The website needed to clearly outline her services; fractional HR leadership, HR consulting, and coaching, in a user-friendly layout that would support her growth.
I began with a visual identity that would align her values, personality, and ideal client experience. Together, we defined a direction centered around these core brand vibes: approachable, bold, connection, cohesive, warmth, trustworthy.
After establishing brand guidelines, I created brand assets and a website that would support her business long-term. The logo design and branding were built to feel modern, warm, and human-focused, while the web design emphasized easy navigation.
Every element, from the color palette to the typography, was chosen to support Samira’s goals and brand direction.
Logo & Brand Design
The logo for The Soul & Strategy Co. blends structure with warmth and organic, relaxed flow. I designed a clean, modern wordmark with subtle visual cues that signal alignment, connection, and intertwining ideas.
The intertwining L and T are a visual symbol of the weaving of people, ideas, and knowlege, as well as strength through connections and cohsiveness. The typography is clean, soulful, and nostalgic, which adds to the warmth of the overall visual identity.
The branding system includes a grounded bold color palette paired with brighter yellow accent tones, helping reinforce trust while still feeling friendly and approachable.
The brand identity was extended into beautiful business card design, giving Samira a professional, memorable touchpoint for networking and client meetings.
CONNECTION / INTERTWINING + CURSIVE L / T
Website Design
The website was designed to position The Soul & Strategy Co. as a reliable HR partner for organizations across Ontario, while maintaining the personal, human tone that sets Samira apart.
I created a clean yet abstract layout with strong visual hierarchy to guide visitors through her services. Clear content sections, simplified navigation, and approachable, flowing visuals make the site easy to use and engaging for its audience.
Strategic use of keywords, such as HR leadership, Ontario HR consulting, coaching services, and fractional HR, helps with SEO while keeping the content natural and user-friendly.
Overall, the website strengthens her credibility and gives potential clients a clear sense of what it’s like to work with her.
Throughout the website, I designed custom icons that add to the welcoming, genuine, but professional look. These icons complement the logo and integrate the brand’s colour palette. They can be used throughout social media or other marketing materials to maintain a cohesive brand. Next are examples of a responsive layouts. They show how the website previews differently on tablet and mobile. This helps with usability, making the website clean and simple to use on any device.
In addition to some custom icons throughout the website, there is also a contact form and a link for clients to book a consultation. View the full website by clicking here.
Social Media & Brand Imagery
Next, I’ve featured some social media graphics and business cards. Using branded imagery will help The Soul & Strategy Co. be easily recognized across all platforms, develop brand consistency and help clients get a feel for the values of the business.
Launching the Brand
Once the full brand system and website were finalized, we launched the new identity across all touchpoints. The final result is a cohesive and modern brand rooted in authenticity, supported by professional web design, brand strategy, and logo design that reflects Samira’s unique approach.
The Soul & Strategy Co. now has a confident, warm, trustworthy presence online and offline, helping her stand out in Ontario’s HR consulting landscape and attract the clients aligned with her mission. See the full website here or preview it at the video below.