Julica — A Brand Rediscovery
An Ontological Life Coach with a thriving motherhood community, but a business model that didn't pay her. I rebuilt the brand around a structured, high-value 1:1 online service — new positioning, new messaging, new visuals — without losing the warmth that made her community work in the first place.
- Brand rediscovery sessions
- Strategic direction
- Visual + messaging redesign
Juliana Camacho is a life coach from Colombia who was looking to refresh her digital identity after some changes in her business. Originally, she led a safe-space maternity support community for Latin American and Spanish women.
After pursuing further education in ontological coaching and psychology, she opened up her practice to different profiles — including men of all ages, and women who were not mothers. That shift called for a complete rebrand, including a new name.
We worked through identity design, trying different name variations and moving from the original “Mamás Aflorhadas” (Flowering Mothers) to “Julica” — a shorter, more personal version of the owner's name.
From there, we identified the brand values that were reflected in hand-drawn elements, chose a new colour palette, and reimagined the images used for social content. The result was a brand that felt like Juliana — warmer, broader, and ready for the practice she actually wanted to run.
