Tender Transformation is a knowledge platform focusing on how tenderness can be applied as a core tool when working with complex change-processes.

In this project I was responsible for building a website and creating a brand identity based on an existing logo. I created a design that mirrors tenderness and change as core brand values. By using a pattern of playful wavy shapes I am transmitting the fact that change does not always follow a linear path. As the brand is divided into two main services - courses & a podcast - I decided to work with two main color palettes of blue and pink shades. Both are intentionally very soft to keep the feeling of kindness.