Once the mood board was in place and the creative juices were flowing, it was time to bring those ideas to life through sketches. This is where concepts start to take shape — messy, exploratory, and full of potential.

The logo concept was inspired by the brand’s existing symbol — they didn’t want to drift too far from what people already recognised, but it needed a fresh twist.

At the heart of this project was the person — their mental health and wellbeing were the central focus. This sparked the idea of an abstract butterfly, representing transformation, growth, and becoming a healthier version of oneself.

After plenty of development, iteration, and refinement, four logo concepts emerged — each one shaped through open and ongoing communication with the client.

The first concept balanced creativity and sophistication, with playful pops of colour to keep things feeling fresh and fun.

The second design introduced an abstract butterfly, cleverly incorporating two faces — one male, one female — within its wings. This symbolised transformation and growth, regardless of gender. The circular form around it featured the “G+”, representing Gratitude Plus UK, and reinforced the brand’s mission and purpose.

The third concept followed a similar route but shifted the focus more towards people and transformation, with the business name neatly placed underneath to maintain a clean, balanced look.

After presenting all four designs, the client absolutely loved the direction — but wanted something a little more stripped back and simple. That led us to the fourth and final logo, a clean design featuring the G+ symbol with the full brand name written around the circle, all set against a neutral, minimal background.