For Ametrine Coaching & Consultancy, I had the pleasure of working with Irene — a brilliant business coach with a powerful mission to promote equality, diversity, and inclusion. The brand name Ametrine is inspired by her love for the crystal, a natural blend of amethyst and citrine. This unique stone symbolizes clarity and balance, two qualities central to her coaching practice.

The logo design reflects this symbolism in a thoughtful, layered way. At the heart of the logomark, the letter “A” subtly encloses an illustrated Ametrine crystal — a quiet but striking symbol of inner transformation. Behind the wordmark, a second crystal shape rises diagonally, symbolizing growth, upliftment, and progress — mirroring the journeys Irene supports through her work.

To further enrich the brand’s visual storytelling, I created a bespoke set of icons for her website. These custom illustrations were carefully designed to match the tone and palette of the Ametrine identity while representing key coaching themes like empowerment, support, vision, and positive change.

From color palette to iconography, every element of this brand was created with intention — bringing Irene’s values to life through meaningful design. It’s more than a logo; it’s a visual journey of transformation, much like the experience she offers her clients.