A Logo Rooted in Story: Feminine + Purposeful Logo Design for Women’s Organization
The art that sparked the brand’s color palette—created in my studio after attending a Cassia circle.
The Vibe + Vision
Client: Cassia Collective
Industry: Women’s Wellness + Community Organization
Project Scope: Logo Design, Branding
Vibe Words: Feminine, Abundant, Grounded, Radiant, Wild
Goal: Create a logo that visually reflects their new name, purpose, and vision for national growth
Client Background
Meet Cassia Collective, a purpose-driven organization that creates intentional spaces for women to receive, reclaim, and remember their fullest selves—through sacred circles, healing work, and community events.
They came to me for a new logo to reflect their name change, their expansion beyond Colorado, and the bigger vision they were stepping into. I had designed their original logo when the organization was just a women’s circle, and it was an honor to return to the heart of their work and help shape how they visually present this next chapter.
The initial inspiration for their very first logo actually came from a piece of artwork (featured above) that I created after attending one of their earliest circles—a vivid flower layered with affirmations about reclaiming light, truth, and purpose.
Even though their vision has grown since then, this artwork still held resonance as we approached the rebrand. It reminded us both of the roots of their mission and the power of visual storytelling to carry those messages forward.
As we talked, it became clear this wasn’t just about a new logo. It was about capturing who they were becoming—and the women they were here to serve.
“They were stepping into a bigger vision—expanding beyond Colorado and evolving their name and mission.”
Design Goals
From the start, we knew this project needed to feel grounded, radiant, and deeply symbolic.
They were craving a brand that would:
Reflect their transformation from a local collective to a national movement
Visually connect to the cassia tree, the namesake of their rebrand
Represent community, growth, and the sacred connection between women
At the same time, they were moving away from their original mountain-themed identity, which no longer aligned with their growth or goals.
They had a strong visual concept in mind—and part of my work was helping refine and translate that into a logo that would scale clearly, honor diverse women’s bodies, and hold visual integrity at every size.
Creative Process
The first step in the logo process: a loose watercolor illustration that captured the vision.
I always start by listening—really listening—for the story underneath the surface. For Cassia Collective, that meant uncovering the why behind each design choice: Why did the women become the tree? Why were their arms wrapped around each other? Why these colors?
This is where the magic begins.
At the center of their vision was the cassia tree—a plant known for its medicinal, grounding, and purifying properties. Cassia oil has historically been associated with the goddess Isis, a symbol of feminine power, healing, and sacred transformation. This connection was especially meaningful, as the founder experienced recurring visions of Isis while bringing the Collective to life. I knew the logo needed to carry that same energy—rooted, radiant, and alive with the divine feminine.
Intentional design isn’t just about aesthetics—it’s about creating meaning that resonates, even at a glance.
Before I touched the computer, I painted the cassia tree in watercolor—finding flow in the creation of leaves in my signature style. Then I translated it into a digital illustration, layering intention with precision.
This blend of hands-on creativity and technical skill is at the heart of how I work—grounded in art, guided by meaning.
We adjusted the shape and density of the tree to fit within a circle. We also explored different typography options to find a style that felt both feminine and rooted, with just the right amount of flow.
The final logo illustration features three women whose bodies grow into the cassia tree, with their arms around one another—a reflection of growth, community, and connection. One of the design challenges was showing their embrace clearly in a simplified, scalable format. We had to carefully articulate the gesture using negative space, especially in the black-and-white version, to ensure the symbolism of unity was preserved without losing the fluidity of the tree form.
Refining the shape and connection of the women figures was an essential part of the process. We explored how the standing forms rooted into the base of the tree—adjusting posture, overlap, and visual flow to maintain clarity and symbolism, even at small sizes.
Final Outcome
Cassia Collective’s final logo—a visual reflection of growth, connection, and sacred feminine energy.
This is the part I love most—where all the pieces come together into something beautiful and whole. The final design feels sacred, bold, and unmistakably aligned with their purpose.
The color palette was also rooted in that same artwork created after attending one of their early circles. It guided the visual tone with deep jewel tones and a pop of warm yellow, symbolizing fire, life, and vitality—balanced by grounding earth tones that reflect the steady, nurturing energy of Mother Earth.
The artwork held both the emotional and visual resonance we needed to guide the logo into its final form.
Cassia Collective now has a brand that:
Honors their transformation and reemergence under a new name.
Visually tells the story of connection and growth through intentional symbolism.
Supports their next chapter with confidence and clarity.
Along with the final logo, I created a comprehensive brand standards guide to support consistency as the Collective grows. It includes typography selections, sample website banners, curated brand photos, and a set of Adobe Stock icons customized in their color palette—giving their team the tools to create aligned visuals across platforms with ease and clarity.
While I didn’t design their website (which was built on the Wix platform), I ensured their designer had everything they needed to implement the brand effectively—from color specs and font pairings to visual references that reflected the heart of the Collective’s new identity.
👉 Cassia Collective Website
“Lexis has an incredible capacity to listen to your vision and also add her wisdom and expertise. Her process allows for further exploration and definition of what you are trying to communicate. We are so grateful to have her artwork, her heart, and her wisdom shine through in our logo and brand”
Want a brand that feels like you?
If this project lit a spark for you, let’s talk. I’d love to help you create a brand or website that reflects your brilliance.
Hiya! I’m Lexis, the author of this blog.
If you’re here to build a brand that feels beautiful, meaningful, and true to you, I’m so glad you found your way.
At Most Beautiful Design Co., I blend intuition, creativity + strategy to help purpose-driven entrepreneurs craft brands that truly reflect who they are. When I’m not designing, you’ll find me watercoloring alongside my kids, wandering outside, or cozied up with a good book on something I can deep-dive into (creativity, business, or personal growth are always at the top of my list). And yes—color makes me ridiculously happy.
Curious about what lights me up and how I work?
Start here to get a feel for my vibe, or peek at my services if you're dreaming up a brand or website that finally feels like you.
