Fresh Air Collective is a business community centred around wellbeing, connection and the outdoors. Evolving from founder Alice’s existing wellness brand (Enliven), the goal was to create an identity that felt less like a personal brand and more like an inclusive movement - one that encourages women in business to slow down, connect and spend more time outside.

The project involved creating a complete visual identity, including the logo, illustration system, typography, colour palette and photography art direction. Every element was designed to reflect the brand's authentic, playful and grounded personality while allowing the identity to grow alongside the business. The branding was inspired by retro-travel badges and features a ‘North Star’ compass throughout.