Core and Form Design Studio

Your brand should feel like you on your best day. Not something you have to explain! Agree? :)

Sitting at the airport waiting for my flight to Newcastle. First time at Atomicon.

If you know me in real life you know I am not great in new environments. I am not a conversation starter. Crowds where I don’t know anyone overwhelm me. I get in my head fast.

But I love doing things on my own. Packing a bag, putting on my big girl business pants and just going. Learning in silence, absorbing everything, maybe taking a few selfies if I’m feeling brave.

In 2024 I went to Adobe Max London solo. I was determined to get out of my shell and actually connect with people. Two days before I went, my drink was spiked, ended in hospital. I nearly cancelled. I didn’t. But I spent the whole trip scared of my own shadow, drinking only from my own water bottle, suspicious of everyone around me. Asking my husband to track my location while I was away. I didn’t realise how much it had affected me until months later. I didn’t speak to a single person the whole time I was there.

In 2025 I went back to Adobe Max. No excuses this time. And yet. I spent the day starstruck, watching designers I genuinely admire walk past me, give talks, take up space. The imposter syndrome hit hard. What am I doing here. I’m too old. I’m not good enough. I don’t belong.

The only people I spoke to were some students who complimented my socks. 😂

Both times I learned a lot. But the human connection part? Zero.

So this time I’m posting this to hold myself accountable. I am going to Atomicon and I am going to actually talk to people. Not perform confidence I don’t have. Just show up honestly and see what happens.

Because sometimes looking put together on the outside doesn’t mean you have it all figured out.

Introducing the brand identity for Oabdali.

Omar is a leadership coach working with senior executives in high-stakes environments. He brings immense depth of experience, a direct, considered approach, and a refreshingly human perspective to an industry that often leans heavily on tired corporate clichés.

To match the caliber of his expertise, we built a brand entirely from the ground up. The brief was clear: establish a visual presence that commands immediate authority and resonates deeply with C-suite leaders, without looking like every other coaching brand in the space.

This primary mark is the foundation of that vision. It’s built on a core idea: leadership requires looking in multiple directions at once, forward, inward, and back. The wordmark reads from two orientations, and the directional accents point outward in four directions. Nothing decorative. Everything is intentional.

Stay tuned as we break down the design journey and challenges behind this identity over our next few posts.