Coelacanth Studio began as an early concept called Coelacanth Design Journal — a blog that would explore branding, design systems, and digital tools. While that original idea never launched, it served as the foundation for what the studio has become. The name, inspired by the coelacanth’s enduring adaptability, continued forward as the core metaphor behind the brand. This phase laid the groundwork for a purpose-driven studio identity centred around clarity, evolution, and thoughtful creative work.

The brand identity draws directly from the symbolic qualities of the coelacanth — longevity, quiet strength, and adaptability. A refined, minimal logo was created in Adobe Illustrator to reflect these values, supported by a typographic system that pairs Futura PT (for confident, geometric headings) with Greycliff CF (for accessible, legible body copy). The colour palette was carefully selected and Pantone‑matched for both digital and print use, balancing the depth of Coelacanth Deep Blue with the warmth of Coelacanth Burgundy, Coelacanth Gold, and Coelacanth Fresh Blue. Together, these choices formed a cohesive visual system designed for clarity, adaptability, and lasting relevance.

Before moving into design, I mapped out the website structure to ensure intuitive navigation and clear content pathways. Using Relume’s AI-powered sitemap and wireframing tools, I quickly iterated on layout ideas and organized the content into scalable sections that could grow over time. The resulting structure reflects how potential clients naturally explore a creative studio — prioritizing services, portfolio, studio philosophy, and contact. This phase set the foundation for a site that’s both purposeful and easy to navigate.

With the structure in place, the website was designed in Figma using a modular, component-based approach. Visual consistency was maintained across devices through a responsive layout system, while maintaining flexibility for new content. Typography and color treatments followed the brand style guide, and visual rhythm was achieved through intentional spacing, content blocks, and restrained use of colour. Design decisions were guided by clarity, usability, and a desire for timeless simplicity.

The design was translated into a fully responsive Webflow build, with CMS collections for projects and journal entries to support future content growth. The site uses clean, semantic structure with optimized page speed and accessibility in mind. Global styles and reusable components enable easy maintenance, and SEO metadata was integrated throughout to support visibility and discoverability.

The business cards were designed to reflect the tactile quality and attention to detail present in the studio’s brand. Created in Adobe Illustrator and printed on 24pt recycled matte stock with painted edges in Pantone 7692 C, they combine sustainability with premium presentation. Typography, spacing, and material finishes were carefully tested to ensure the cards communicated the same clarity and refinement as the digital brand.

A visual system was developed for the studio’s social media presence, creating consistency across platforms like LinkedIn, X, Facebook, and Instagram. Post templates were created using the brand typefaces and colour palette to ensure alignment with the overall visual identity. These assets support ongoing content campaigns — whether announcing new journal posts or sharing studio insights — while maintaining a cohesive look and feel.