Cercle — Zeah Pivorunas Portfolio

Cercle Brand Identity

Visual Branding
Adobe Photoshop, Adobe Illustrator, Adobe Indesign
2026

Cercle is a hypothetical brand, developed in collaboration with Isabel Adams in response to a prompt to create a comprehensive visual identity system for an immaterial brand. The assignment encouraged us to analyze brands as cultural phenomena while simultaneously developing the practical skills for visual identity design. While there was significant overlap and conversation throughout the process, Isabel led the brand strategy, voice, and copywriting, while I focused on the visual identity, designing the logo system, graphic language, and digital applications.

Cercle is a community platform for women and people who experience the infradian rhythm. It provides education and a shared space for living in alignment with monthly hormonal cycles rather than the standardized 24-hour clock, positioning itself as both a wellness resource and a reimagining of how productivity and health are understood. Inspired by clean-girl aesthetics, spiritual symbolism, and feminist archetypes, the visual identity balances softness with structure to support a brand centered on femininity, nature, and collective well-being.

Our process began with research and concept development, which included defining an audience, core values, and brand voice and tone. Then, through iterative exploration of logos, typography, color, and graphic elements, we developed a cohesive brand system that was continuously refined through class critiques. The process of developing Cercle challenged me to think critically about how branding can shape culture, communicate values, influence behavior, and build community.

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