Giving So Hum Collective a Face to Stand Behind
Brand Identity Design for Ash Katzakian, So Hum Collective
sohumco.com · @sohumcollective
Industry: Wellness · Astrology · AstroCartography
So Hum Collective is the creation of Ash Katzakian: an astrologer, AstroCartographer, and holistic wellness guide based in the Pacific Northwest. Ash's work sits at the intersection of astrology, Ayurveda, somatic healing, and earth medicine, offering deeply personalized sessions that help people understand not just who they are, but where in the world they're meant to be.
So Hum is built on values of accessibility, intersectionality, reverence for the earth, and the belief that healing should be individualized, not one-size-fits-all. A portion of every service and sale goes to a cause Ash chooses each month.
When Ash came to DoGoodBiz Studio, So Hum had a presence and a community, but not yet a brand identity that could carry the depth of what she was building.
Meet So Hum Collective
Ash came to us with something that many deeply intuitive founders share: a crystal-clear sense of the energy and feeling of their work, but no visual language to express it. So Hum was real and alive in her mind and in her sessions, but it didn't yet have a face.
She knew what she wanted the brand to feel like. She knew the soul of it. What she needed was someone who could translate that feeling… the warmth, the cosmic depth, the grounded earth medicine energy… into a visual identity that could hold all of it without reducing it.
She was also looking for a creative partner she could trust; someone whose values aligned with her own. The commitment to ethical business practices at DoGoodBiz Studio was part of why she reached out.
THE CHALLENGE
A Vision in the Soul, But Not Yet on the Page
"I was seeking to uncover and craft a brand identity that was not only clear and well-defined, but also beautiful, compelling, and true to my vision."
— Ash Katzakian, So Hum Collective
Listening at the Soul Level
OUR APPROACH
Brand identity work with DoGoodBiz Studio starts with listening… not just to what a client says, but to how they say it. What lights up when they describe their work. What energy lives in the pauses. What feelings they reach for when words fall short.
With Ash, this was especially important. So Hum Collective isn't a straightforward service business; it's a living, multidimensional practice that weaves together astrology, wellness, earth reverence, and personal transformation. The brand had to carry all of that without becoming cluttered or clinical.
Natalie worked alongside Ash to:
Translate the vibrational quality of So Hum's work into a cohesive visual system
Develop a brand identity that could hold both the cosmic and the grounded, celestial and earthy, expansive and intimate
Create a visual language flexible enough to evolve with Ash's work as it grows into new offerings and modalities
Ensure every design decision reflected Ash's values: equity, intersectionality, accessibility, and reverence
"Natalie listened to my wants so deeply that they were able to connect with the feelings I had when I spoke about what I wanted. Natalie understood me to my core, took the vibe and energy I wanted, and produced content for me that I couldn't have ever dreamed up."
— Ash Katzakian, So Hum Collective
Brand Strategy & Positioning
Before any visual work began, we mapped the strategic foundation of So Hum Collective, clarifying the core mission, the audience, the emotional territory the brand occupies, and how it sits distinctly in a crowded wellness space. This became the backbone against which every design decision was made.
Visual Identity System
The heart of the project. We developed a complete visual identity for So Hum Collective, including:
Logo suite: primary, secondary, and submark variations built for flexibility across digital and print
Color palette: earthy, warm, and celestial; grounded enough to feel trustworthy, expansive enough to carry the cosmic quality of the work
Typography system: pairing that balances warmth with legibility across platforms
Pattern and icon elements: designed to add depth and personality to brand materials
Brand guidelines: a clear reference document ensuring the identity stays cohesive as the brand grows
Brand Voice & Language Direction
Beyond the visuals, we worked to articulate the language and tone of So Hum Collective, helping Ash find words that matched the visual energy of the brand, so that every touchpoint (website, social, session descriptions) would feel like one coherent voice.
Note: We also previously facilitated a photoshoot for Ashley.
What We Created Together
A Brand With Soul
THE OUTCOME
What Ash walked away with was more than a logo. She received a full brand ecosystem: a visual and strategic system that reflects exactly who she is, what So Hum Collective stands for, and where the work is going.
The brand Ash received was designed for longevity, built to hold not just the current shape of So Hum Collective, but all the ways it might evolve. Astrology readings, AstroCartography, herbal subscriptions, wellness services, a growing shop… the identity was designed to stretch across all of it without losing coherence.
"Natalie brought my business, from the lens of my soul, to life, giving So Hum a face to stand behind. I'm so proud to display the imagery they created because not only does it completely encapsulate everything So Hum stands for, you can feel the love and emotion I have for this work through the imagery."
— Ash Katzakian, So Hum Collective
If you're sitting with a vision that hasn't found its visual form yet, a business, a practice, a creative project that you know deeply but can't yet show the world, this is the work we do.
Every brand identity we build starts with listening. We'll take the time to understand what your work feels like before we ever touch a design tool.
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We work with creatives, healers, founders, and purpose-driven businesses ready to build a brand identity that reflects who they actually are. Payment plans available.
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