Branding & webdesign Development by Do | Romana Chiara

Rebranding & web design for Development by Do

Client

Development by Do

Project type

Rebranding & webdesign

Date

August 2025

Dorine from Development by Do initially came to me to design a few handouts for her clients.

We started talking because she actually wanted a website too. She had never really needed a website, but on second thought, she found it quite handy to have an online business card. And her branding? It could be more outspoken, and more like her.

Naturally, we started at the core of Dorine's business. Why does she do what she does, and for who does she do it? What makes Dorine's approach so special, and what is it like to work with her? The answers to these questions formed the basis of the brand personality, and from this emerged a strong, distinctive concept.

I ultimately translated this concept into a complete brand identity and a one-page website, so that Dorine can finally claim her spot on the online stage.

The sage

The 'sage' archetype wants to acquire knowledge and teach others what he or she knows. The sage comes across to the target audience as thoughtful and developed. The sage is authoritative, well-substantiated, and factual.

Development by Do also has 'the ruler' as an archetype. The ruler is an archetype that maps out a path for others. The ruler takes control and creates order.

More formal than informal: Development by Do's target audience needs to get the feeling that Dorine knows what she is doing.

talks about and that she is professional and reliable. The communication should not be too formal, because Dorine has no

wants to create a distant or patronizing atmosphere.

More serious than funny: the tone of voice leans more towards serious than funny, because the target audience

consists of professionals who are always in need of a certain change. The urgency is palpable and Dorine is

there to bring about the change. Dorine is always honest, even when the honesty is uncomfortable.

Respectful rather than nonchalant: a respectful attitude is important to come across as professional. A too

A nonchalant writing style or communication can detract from the credibility and professionalism of the brand.

Enthusiastic rather than factual: Development by Do must radiate warmth and friendliness. Dorine has passion.

She is passionate about her profession and wants to connect people. Therefore, communication must always be active and positive.

Development by Do sounds (like)...

A calm, clear voice that says what needs to be said. No noise, no detours, but space to pause and listen.

Development by Do smells (like)...

A good cappuccino to start the day, that inspires confidence and focus for the rest of the day.

Development by Do feels (like)...

A fresh breeze after a warm summer day. The fresh wind is more than welcome and heralds change.

At Development by Do, strategy and development come together. Dorine ensures a streamlined organization, provides structure, and offers focus. Dorine sees what is on paper, but also what is happening beneath the surface.

Dorine is sharp and committed, and asks questions that matter. She offers clarity and drive in a friendly, engaged, and professional manner. While on the one hand she helps organizations choose a direction, on the other she ensures that people feel connected to that direction. No standalone processes, but

change that works and sticks.

Development by Do is thoughtful, no-nonsense, and always keeps an eye on what people need to truly get moving. Whether it concerns leadership, collaboration, or personal growth, Dorine is there, exactly where she is needed and at the right moment.

The brand personality concept is called 'water & stone' and is based on Dorine's core values and the contrasting way she works: the combination of friendliness and openness on the one hand, and Dorine's critical, sharp eye on the other; the fact that she can be confrontational where necessary. She has an eye for both the undercurrent and the overcurrent of an organisation and ensures that structures and organisations are streamlined. Additionally, she communicates in a clear, open manner. Clear & flowy. At the same time, Dorine is sharp and honest, even when things get rough. At first glance, this might seem to contrast with clarity and flow, but they complement each other perfectly.

The guiding principles of Development by Do:

To visualise the concept, light, neutral tones were chosen. Warm and soft colours combined with gray and taupe shades create the desired contrast.
Wavy and soft lines alternate with tighter and 'hard' forms, so that the whole does not feel 'too soft'.
The use of bright and/or pastel colours is discouraged, as this does not fit the brand experience of Development by Do.
Always ensure plenty of white space and an open, light base. This enhances clarity and flow.
Use a mix of organic, wavy shapes and clean lines or geometric elements. This contrast may be reflected in icons, backgrounds, and graphic elements.
Avoid unnecessary embellishments. The power lies in simplicity and contrast.
Add subtle stone textures and work with the grain effect for a natural look and feel.

Titles & headers

Radon Regular

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Headers

Stage Grotesque Medium

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Body text

Bricolage Grotesque

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Font variation

With Hearty Alt

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The result

For Dorine's branding, I translated her personality into a visual identity that is both powerful and accessible. The inspiration came from the contrast between stone (hard, sharp, steadfast) and water (transparent, flowing, soft). This contrast perfectly reflects who Dorine is: warm and friendly in her approach, but always clear and sharp when necessary.

The colour palette exudes calm, warmth, and trust, essential values for her role as a coach. At the same time, the typography adds a subtle, feminine touch, while the hand-drawn brand icons add personality and accessibility. As a result, the branding feels professional, yet simultaneously inviting and human.

For the brand patterns, I drew inspiration from topographical lines used to indicate hilly and mountainous areas. They reference nature and visually convey a sense of movement and flow, just like the process Dorine offers her clients: guidance on their own path, with space to grow and flow.

The logo of Development by Do is composed of the two D's, separated by flowing lines. These symbolize growth, direction, and walking your own path. The brand communicates subtlety and strength simultaneously, creating a recognisable, meaningful signature that visually supports its services.

Everything comes together on a one-page website that radiates calm, trust, and lightness. Every choice, from colour to form and typography, is aligned with Dorine's vision and her ideal client. The result is a professional and inviting brand that authentically positions her in the coaching industry.

Website coming soon!

I want this!

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