Brand Design. Web Design.
fillled
the
brief
FILLLED is a career coaching brand built to serve professionals standing at a crossroads in their lives. Its founder, Dr. Dorothy Scrutchin, knows this experience personally. After a lifetime of service in education, she found herself disoriented in the wake of COVID—navigating job uncertainty, health concerns, and the need to turn faith into action. Seeking clarity through life coaching herself, she uncovered a new mission: to guide others through similar challenges with honesty, structure, and care.
When she approached us, the challenge was to give form to this vision. FILLLED needed a complete brand identity—one that felt calm yet fortifying, faith-driven but not exclusive, and honest without being harsh. It needed to become a space where people could feel both supported and empowered to do the difficult work of growth.
While the full website is still in development, the strength of the brand alone has already brought FILLLED its first clients. To support this early momentum, we also designed a temporary system for appointment scheduling and invoicing, ensuring operations could run smoothly in the interim.
The early response underscores what FILLLED is designed to be: a safe, affirming, and practical guide for leaders seeking to rebuild balance and direction in their lives. The groundwork now ensures that as the website launches, the brand will continue to expand its reach and impact.
Initial Sketches
Logo Exploration
V1 Design 1
V1 Design 2
V1 Design 3
V2 Design 1
V2 Design 2
Logomark
Colored Logomark
Favicon
Final Brand logo 1
Final Brand logo alt
Final Brand logo 2
process
The brand development went through three intentional phases. Using Photoshop, Illustrator, and Figma, we first explored a bright and inviting direction, emphasizing that FILLLED was a restorative environment where hard work feels safe and possible. The second phase broadened the palette to include both warm and cool tones, reflecting the full spectrum of nature beyond greenery—sunlight, skies, soil, and water.
The logo was refined for clarity and visual strength, while the brand guidelines became the foundation for all future materials. With the identity established, we moved into website design, centering user needs and prioritizing the funnel. The content strategy emphasized gradual delivery of information, reducing overwhelm and guiding users toward action step by step. Along the way, we also helped refine FILLLED’s mission statement and brand voice, ensuring the messaging carried the same honesty and warmth as the visuals.
