The Challenge

This brand needed to unify two distinct offerings—softball pitching lessons and mindful culinary coaching—into one cohesive identity. While the overlap isn’t obvious at first, both are rooted in the same values: growth, strength, and building a strong foundation from the inside out. The goal was to create a visual identity that honored Lindsey’s unique blend of athletic and wellness expertise. Through pitching instruction and mind-body nutrition coaching, Home Plate by Lindsey provides a holistic approach designed to help people thrive—on the field, in the kitchen, and in life.

The Approach

What stands out most in this project is the logo symbol—smart, distinctive, and completely custom to this brand. It combines a home plate shape with a beet to communicate both sides of the business: sports and food. This solution wouldn’t work for anyone else, and that’s exactly the point. We leaned into the name “Homeplate” as a bridge between two worlds, then used layered symbolism to bring the concept to life. The gritty, organic illustration style reflects Lindsey’s hands-on, real-world energy. A palette of burgundy, charcoal, and warm tan ties everything together with depth, strength, and earthy vibrancy.

The Result

A brand identity that feels authentic, unconventional, and deeply aligned with the purpose behind the business. It brings both clarity and meaning to a one-of-a-kind offering—and gives Lindsey a cohesive look to support her vision, her coaching, and the way she shows up in the world.