When most people hear the word 'design', what comes to mind is colours or fonts and layouts. Yes that is part of it, but it’s not the bit I care most about and not what we are calling soulful design. For me, soulful design isn’t about sticking a nice font on something like a Canva template or picking whatever colour is popular or trending on TikTok or Instagram this year but it’s more about making something that feels like it actually belongs to you and your brand, and something that connects with the people you want to reach in your industry. I want your ideal clients to feel something when they come across you, not just think “oh, that’s nice” and keep scrolling.
The four types of people your brand needs to reach
There’s a model used a lot in sales and marketing that splits people into four types, based on how they make decisions. These 4 types are; Amiable, Expressive, Assertive and Analytical. I’m definitely an Expressive, and for a long time (and still sometimes now, if I’m honest) I built my branding and content creation around emotion which works brilliantly for the other Expressives out there but not for everyone else.
It’s a bit like love languages in relationships, we tend to show love the way we’d like to be shown it, but if you never learn your partner’s love language, you end up loving them you would like to be shown instead of theirs. Branding’s the same. If you only speak to the people who think like you, you’re missing out on everybody else.
The Expressives like me want the story and the feeling. The Amiables want to know you’re kind and they can trust you, so good google reviews and showing your friendly face is great. Analyticals want ALL the details, so that includes your prices, your process, what happens and when. Lasttly, the Assertives just want to know what you do and how to book and quickly please.
Soulful design definitely does lean towards the Expressives, but it’s mine and your job together to work out how to bring that soul to all four. Ok, I got a bit sidetracked there, but you get my gist!
It starts with your story
Every business has its own story, even if yours feels small to you, it will be the through line for your whole brand. Soulful design starts with listening to it properly, getting it down on paper and then turning it into visuals and words that feel true to you. Before I design anything, I’ll ask you things like:
Why do you do what you do?
What’s the energy behind your work?
How do you want people to feel when they find you?
If your brand was a person, who would they be?
They end up shaping way more than the logo and colours, right down to your website copy and the photos you pick, so the whole thing feels like you.
Moss & Ember Moodboard by Wild Mind Studios
Creativity and strategy need each other
People sometimes think soulful design is all intuition and vibes. It isn’t. There’s always strategy behind it too, and this is where the Analyticals and Amiables come back in.
If a brand is all creativity, it can look gorgeous but end up all over the place, with every post and leaflet looking a bit different. That’s exactly what makes the Analyticals and Amiables nervous, because they want to know you’ve got your act together. But if it’s all strategy, it can be so sensible that nobody remembers it, and the Expressives have wandered off before they’ve even reached your About page.
The sweet spot is in the middle. A playful hand-drawn sketch next to a proper brand guide. A colour palette that feels like you, but still works for accessibility and looks professional on a business card. Clear prices and an easy booking button sitting right next to your beautiful photos, so everyone gets what they need.
When I worked on Dr Archy’s Aesthetics, Archy wanted her brand to feel ethical, soulful and grounded, and a little bit mystical, with a calm confidence about it. What she didn’t want was to look clinical, or like every other aesthetics clinic out there. So we skipped the usual stark white and pale pink and went for deep blues and soft natural tones, with a gentle sunburst above her name. It feels premium and trustworthy, but it’s still warm, which is very much Archy.
Dr Archy’s Aesthetics by Wild Mind Studios
How this shows up in my work
At Wild Mind Studios, I try to bring together creative exploration (colours, textures, illustrations, the fun bit), practical strategy (SEO-friendly websites, clear navigation, design that works in real life) and your story and values, woven into every part of your brand rather than just the bits people see first.
You can see it in Moss & Ember, one of my concept brands. I wanted it to feel warm and cosy but properly rooted in nature, a bit like the Lakes, calming and majestic at the same time. So I started with a mood board built around that feeling, and the logos and packaging grew from there.
I’m not going to squeeze you into whatever’s trending this year. I’d much rather make something that feels like you now and still feels like you in five years.
Moss & Ember Logos by Wild Mind Studios
Design that holds everything together
When it’s done well, soulful design is what stops your creativity and your strategy pulling in different directions. Your business feels grounded and consistent, and people trust it from the first time they see it.
If you’d like a brand that goes a bit deeper than the surface, have a look at my branding packages. Or book a free brand audit and I’ll tell you honestly what I’d change.
Love,
Amie x
