Avina.
⚠ SANDBOX · brand · 16 business card studies · prototype directions for Kelly
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Brand · business cards · 16 directions

Sixteen directions for Kelly's calling card.

Two rounds of design exploration. Round 1 (cards 1-10): minimalist gravitas register, graphite + ivory + ochre, classical serif typography. Round 2 (cards 11-16): Kelly's actual aesthetic — blush + dusty grey watercolour washes, bronze typography, arched portrait matching the logo emblem. All cards use the AVINA Wellness brand mark and the "the private office of your life" tagline.

Open the 16-study PDF → PowerPoint source → Editable Slides ↗
01 · Round 1 · Gravitas

Ten cards in graphite + ivory + ochre.

Minimalist register. Classical serif typography (Hoefler Text + Baskerville). Single accent per layout. Each card has front + back; click any thumbnail to open at full size.

Card 01 front: Calling Card
01
Calling Card
Prototype
 Card 02 front: Tonal Split
02
Tonal Split
Prototype
 Card 03 front: Editorial Horizontal
03
Editorial Horizontal
Prototype
 Card 04 front: The Crest
04
The Crest
Prototype
 Card 05 front: Photo Back
05
Photo Back
Prototype
 Card 06 front: Ochre Line
06
Ochre Line
Prototype
 Card 07 front: Monogram
07
Monogram
Prototype
 Card 08 front: Modernist Line
08
Modernist Line
Prototype
 Card 09 front: Folded Statement
09
Folded Statement
Prototype
 Card 10 front: Engraved Classic
10
Engraved Classic
Prototype
02 · Round 2 · Watercolor + Bronze

Six cards in Kelly's actual aesthetic.

Blush + dusty grey watercolour washes. Bronze typography (#8C6A3F). Arched portrait of Kelly that matches the logo emblem. Decorative cross dividers. Closer to the existing Avina Wellness brand voice.

Card 11 front: Kelly Anchor
11
Kelly Anchor
Prototype · Round 2
 Card 12 front: Watercolor Mono
12
Watercolor Mono
Prototype · Round 2
 Card 13 front: Photo Hero
13
Photo Hero
Prototype · Round 2
 Card 14 front: Arch Motif
14
Arch Motif
Prototype · Round 2
 Card 15 front: Brandmark Forward
15
Brandmark Forward
Prototype · Round 2
 Card 16 front: Editorial Portrait
16
Editorial Portrait
Prototype · Round 2
03 · Status discipline

Five stages, one per artefact.

Every artefact in the sandbox has one of these states. The 16 cards above are all PROTOTYPE until Kelly picks one or two favourites and they move to FINAL.

Stage 1

Prototype

Exploration. Multiple options on the table. No commitment. The 16 cards above are all here.

Prototype
Stage 2

Draft

A direction has been chosen and we're refining it. Notes from review pending. Not yet ready to share externally.

Draft
Stage 3

Working

In active use, accepting iteration. The hub itself, the client portal, the methodology canvas are all working.

Working
Stage 4

Final

Ready to share or use as the canonical version. Erin transcripts v2, position document, incident report v2.

Final
Stage 5

Shipped

Live with the audience it was built for. Once shipped, changes go to a v.next.

Shipped