This rebrand began after we revisited a past project with Alex and was inspired by her handwriting. We created a custom font named “Sawubona,” a Zulu word meaning “I see you,” which honors the dignity of each person. Alex resonated deeply with the concept, and from there, we reimagined her entire brand—refreshing her visual identity, website, and imagery from the ground up.

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Over several weeks, we clarified her voice, refined her offerings, and built a clear structure around her work. Grounded Crown emerged as a home for ancestral reconnection, housing Tree Temple Apothecary and the Homecoming elemental earth school. Together, we created a brand that authentically reflects Alex’s role as a spiritual educator and community leader.