Overview
Timeline: November - December /24 - 01 months
My role: GraphicDesigner
Where Purpose Meets Transformation
Eleva is a 12-week personal development program created by Babi Santos, combining practical methodology with emotional support to help modern women transform their lives. The program focuses on four essential pillars — health, career, finances, and relationships — and its promise is to guide each woman toward a life of greater balance, purpose, and self-awareness. More than just a self-development program, Eleva is a safe and continuous space for personal transformation, designed especially for mature, successful, and driven women who, despite having achieved professional and financial stability, still feel a lack of depth and direction in their lives
Eleva’s visual identity was crafted to translate this mission in a sensitive, strategic, and inspiring way — communicating sophistication without elitism and accessibility without oversimplification. This identity is rooted in a real and personal story: after being diagnosed with a rare disease, Babi began a journey of reconnection with herself, which awakened her mission to help others do the same. That personal experience gave rise to a brand with a genuine purpose — and the visual identity needed to reflect that. Every graphic element was designed to express warmth, lightness, balance, and transformation, creating a visual language that not only communicates but also inspires.
Challenges
Balancing professionalism with sensitivity: ensuring the brand is perceived as trustworthy and serious without losing its sense of warmth.
Creating a visual language that stands out in a saturated wellness and coaching market: avoiding clichés and aiming for authenticity.
Representing complexity in a simple way: since Eleva works across multiple areas of life, it was necessary to visually synthesize that in a clear and elegant manner.
Translating the founder’s personal story into design: Babi’s journey had to be present in the details without making the brand feel overly biographical.
Objectives
Balancing professionalism with sensitivity: ensuring the brand is perceived as trustworthy and serious without losing its sense of warmth.
Creating a visual language that stands out in a saturated wellness and coaching market: avoiding clichés and aiming for authenticity.
Representing complexity in a simple way: since Eleva works across multiple areas of life, it was necessary to visually synthesize that in a clear and elegant manner.
Translating the founder’s personal story into design: Babi’s journey had to be present in the details without making the brand feel overly biographical.
