The Shoe Alternative: Branding by Copeland, Mahoney & Bulmer

Melbourne-based graphic designers Tess Copeland, Caitlyn Mahoney and Leyla Bulmer worked in collaboration to produce this unique branding concept for The Shoe Alternative, a life coaching company.

“The Shoe Alternative is about exploring life’s alternatives and figuring out where you want to go. Offering a creative approach to life coaching, they fuse creativity with discussion to help people design the life they want to live. We developed a playful and iconic identity to complement the vibrant personality of The Shoe Alternative and the service they provide.

The Shoe Alternative is about making sure the things you choose to do in life are getting you to where you want to go and not holding you back. For you, the name could be ‘the job alternative’, ‘the uni course alternative’, ‘the dress alternative’ or ‘the boyfriend alternative’. This concept was represented in the logo by the caret mark which is about editing in order to find a new direction.”

More branding inspiration via Behance