CulturWell
THE ASK
CulturWell is a cultural strategy and wellbeing consultancy working at the intersection of design, equity, and community impact. As the organization evolved from an idea into a platform for thought leadership, consulting, and institutional partnership, it required a clear brand foundation that could hold intellectual rigour, emotional resonance, and cultural credibility simultaneously.
The challenge was to create a brand system that could operate across multiple contexts — research, facilitation, public-facing education, and future programmatic growth — without flattening the nuance of the work. The identity needed to feel grounded and trustworthy, while resisting the visual clichés often associated with wellness, DEI, or nonprofit sectors.
THE RESPONSE
We approached CulturWell as a living framework rather than a fixed aesthetic. Our work began with deep positioning conversations to clarify the organization’s role: not as a service provider offering surface-level solutions, but as a strategic intermediary translating culture, care, and systems thinking into actionable insight.
From there, we developed a visual and verbal identity that balanced restraint with warmth. The typographic system favors clarity and legibility, reinforcing the brand’s academic and strategic credibility, while subtle expressive gestures create space for humanity and reflection. The palette and graphic language were intentionally muted — designed to support complex conversations rather than compete with them.
Central to the system was flexibility. The brand needed to scale across workshops, reports, presentations, and digital touchpoints while remaining coherent. We established clear rules for hierarchy, tone, and application, ensuring consistency without rigidity. The result is a brand that feels steady and intentional — capable of holding difficult conversations and long-term thinking without urgency or spectacle.
This work culminated in a comprehensive brand bible, equipping CulturWell with the tools to steward its identity internally and externally as the organization grows.
IMPACT
Clarified CulturWell’s positioning as a strategic, research-informed cultural practice rather than a trend-driven wellness brand.
Developed a flexible brand system capable of supporting consulting, education, facilitation, and future program expansion.
Established visual and tonal credibility aligned with institutional partners while remaining accessible and human-centred.
Created a durable foundation that allows the work — not the branding — to lead, supporting long-term trust and relevance.
Delivered a comprehensive brand guide to ensure consistency and confidence as the organization scales.
CREDITS
Brand Strategy: Atelier Oluwatosin
Visual Identity: Atelier Oluwatosin
Website Design: Atelier Oluwatosin
Atelier Oluwatosin Team: Tosin O. Hoskins, Anjay Seabrook