Born Brave

Robin McAllister-Zaas


When you’re a life and weight-loss coach, you are your brand. And for Robin, she needed a brand that matched her elegant exterior with her enthusiastic, firecracker personality. We paired a graphical presence that conveyed the support and inspiration she provides women with a boot-to-the-ass push you sometimes need to take the first step.

An identity that began with us creating a custom script font that had notes of playful wisdom, ended with a consolidated monogram that builds off Robin’s RMZ initials. We added swooping elements to the “R” to create the cognitive symbolism of a bird’s wing. Color was selected to be as warm, bold and as inspiring as the services Robin provides.