Soul Haven
Client
Soul Haven
Role
Brand Designer & Art Director
Services
Brand Identity · Website Development & Management · Merchandise Design
Company Description
Soul Haven provides supportive sober living environments for women, built on the values of community, compassion, accountability, and hope. Founded by Miranda, whose own recovery journey inspired the organization, Soul Haven was created to give women a safe and peaceful place to heal, rebuild, and begin a new chapter of life. Through supportive housing and a strong sense of community, Soul Haven empowers women in recovery to rediscover their purpose, build confidence, and create a foundation for lasting change.
Problem
As a new organization entering the market, Soul Haven needed an identity that could establish trust while creating an immediate emotional connection with its audience. The existing design direction did not fully reflect the peace, community, compassion, and hope at the heart of the organization. To support a successful launch, Soul Haven needed a cohesive brand that could communicate its mission with clarity and create a welcoming presence for women beginning a new chapter in recovery.
Solution
Starting from the ground up, I developed a new brand identity centered on the feelings of hope, warmth, and new beginnings. The visual direction was designed to create a welcoming and uplifting atmosphere that reflects Soul Haven’s mission while remaining approachable for the women it serves. The identity was also created with flexibility in mind, establishing a cohesive visual system that could extend beyond the logo into the website, print materials, signage, and interior design. This created a consistent brand experience across both digital and physical spaces, helping Soul Haven feel like more than a sober living home, but a supportive community and a place to begin again.
Outcome
Since launching in 2025, Soul Haven has grown from one sober living home to four locations, with homes operating at or near capacity for the majority of the year. Its digital presence has expanded alongside the organization, with daily website traffic increasing by more than 800%, from approximately 10 to over 130 visits per day, and reaching 4,067 human visits within the last 30 days. The brand and website were built to grow with Soul Haven rather than serve as one-time deliverables. I continue to support the organization through ongoing website management, design, and brand implementation, helping maintain a consistent experience as Soul Haven continues to evolve and expand.
Research
The process began by understanding Soul Haven’s mission, the women it serves, and the importance of creating a supportive environment during recovery. I explored how feelings of hope, community, safety, compassion, and new beginnings could be translated visually without creating an identity that felt overly clinical or impersonal. This research established a direction focused on warmth and emotional connection while maintaining the professionalism and trust needed for a sober living organization.
Concepts
Starting from scratch, I developed concepts that could visually communicate both what Soul Haven provides and how it wants residents to feel. The selected logo brings together the recognizable form of a home with the imagery of a rising sun, connecting Soul Haven’s sober living services with a broader message of hope and new beginnings. Rather than using a rigid, symmetrical structure, the house was intentionally given an asymmetrical form to create a more organic, peaceful, and approachable feeling. This concept established the foundation for a visual identity that could feel welcoming while remaining clear and recognizable.
Refinement
Once the core concept was established, I refined the identity into a cohesive visual system centered around warmth, peace, and optimism. The logo, typography, colors, and supporting elements were developed to work together while maintaining the balance between emotional connection and professional credibility. I also considered how the identity would translate beyond traditional brand materials and into the physical homes themselves, allowing elements of the brand to influence signage, environmental graphics, and interior design. This helped create continuity between how Soul Haven presents itself digitally and how residents experience the organization in person.
Finalization
The completed identity was developed into a flexible brand system with organized assets and guidelines to maintain consistency as Soul Haven grows. The visual direction was carried into the website and additional brand touchpoints, creating a unified experience across digital, print, and physical environments. Since launch, I have continued working with Soul Haven through ongoing website management, design support, and brand implementation, allowing the system to evolve with the organization while maintaining the original strategy and visual direction.
