Roles & Services:
Graphic Design, Branding, Creative Direction.
That Barefoot Coach
Meet Heidi Van Mastrigt is a fitness and performance coach helping athletes, former athletes, and everyday movers reclaim their strength from the ground up. A leader in barefoot training and foot-function integration, her methods have helped thousands rebuild resilience, prevent injuries, and accelerate performance — earning her a social media community of over 90,000 followers (and growing).
As her work expanded, Heidi realized she needed a brand that reflected the depth and results of her coaching. A home for the mission she lives by: stronger feet, persistent habits, resilient bodies.
it all starts with an idea…
Having a clear vision before investing in design work is always helpful for both your designer and your budget. In this case, Heidi knew she wanted to incorporate a foot and a kettlebell, but the challenge was doing it without sliding into something corny. I sketched a range of ideas, from the obvious interpretations to more clever, subtle takes. This exploration develops until we land on a direction she’s truly excited about. From there, I create refined versions and present the initial color drafts and variations.
the final assets
It’s never easy to pick just one option, especially when everything in front of you feels like a winner. Ultimately, these were the assets that best captured her brand. When I design, I’m always checking for recognizability… Does it stand out from afar? Do the colors vibe or fight? Does it work in black and white? Is the impact clean or cluttered? These are the kinds of questions that guide me when building strong logos for real-world applications.
Sometimes, we just need to tone it down a bit…
Somewhere in the process, Heidi realized the original color palette needed a change — it happens! Maybe the original colors felt a little too “loud”. The move toward muted tones brought a more sophisticated touch to an already punchy, stylized logo, giving it a perfect balance of contrast.
