Lost & Found
Project Description
Lost & Found is a self-discovery platform created to empower individuals in their 20s to reconnect with themselves, embrace vulnerability, and navigate the complexities of early adulthood with honesty and compassion. Through reflective writing, gentle guidance, and authentic storytelling, the blog offers a safe space for oversharing, healing, and personal growth. Its mission is rooted in helping “lost souls” rediscover their inner child, strengthen their sense of self, and cultivate healthier emotional habits. As the brand evolves toward hosting ten-day wellness retreats around the world, it required an identity that captures this unique blend of introspection, aspiration, and emotional depth.
Challenge
The primary challenge was developing a brand identity that speaks to fun, deep-feeling, emotionally intelligent individuals without losing its sense of authenticity. Lost & Found needed to differentiate itself from the saturated wellness and self-help space by communicating its raw, honest approach to self-discovery while still feeling hopeful and uplifting. The brand had to appeal to young adults experiencing the uncertainty of a quarter-life crisis — people searching for direction, connection, and grounding — while maintaining a tone that is calming, encouraging, and quietly strong. It also needed to hint at the future expansion into global wellness retreats, ensuring the visual language feels trustworthy, supportive, and capable of holding deeper emotional experiences.
Approach
My approach was centred on tuning into the emotional landscape of the twenties — the confusion, curiosity, restlessness, and desire for transformation that define this life stage. Lost & Found’s personality is introspective yet playful, soft yet reassuring, honest yet deeply aspirational. To reflect this duality, I explored visual expressions that blend warmth and softness with subtle strength. Colour choices gravitated toward calming, grounded palettes that evoke emotional safety, while typography balanced gentle curves with confident structure. The brand voice was shaped to feel like a wise friend — someone who speaks truthfully, listens deeply, and reassures you that you are not alone in figuring things out.
Solution
The resulting identity is emotionally rich and uniquely grounded in the experiences of young adulthood. It is calming, uplifting, and intentionally simple, allowing the content and personal transformation it supports to take centre stage. Soft tones, fluid lines, and warm textures create a sense of comfort, while structured type and confident graphic elements add an undercurrent of strength and resilience. The system works seamlessly across the blog, social content, and future retreat materials, offering a cohesive experience that feels intimate yet expansive. It mirrors the brand’s core promise — to guide individuals through their quarter-life journey with grace, clarity, and unwavering emotional support.
