Medicine For These Times: The Psychedelic Entrepreneur with Beth Weinstein
Beth Weinstein is a pioneer in the psychedelic world. As a business coach, podcaster, mastermind facilitator, online summit organizer she lives in inspired action with a fierce commitment to her vision; for people to be happy, authentic and evolve consciousness. Beth believes we all have unique medicine inside ourselves and we are the medicine for these times.
Beth helps transformational entrepreneurs, spiritual and psychedelic business coaches, who are here to change the world, find their true medicine and share their authentic voice.
Beth Weinstein’s brand is sophisticated, professional with a little bit of magic.
During the discovery phase I gather information about the client and the business. I use a series of in-depth questions to develop the brand identity. For this project I also asked Beth to share pictures of objects and places that inspire her.
The discovery phase requires introspection to reveal who the client is, how they got there and where they want to go. The brand essence starts to unfold during this phase and the brand narrative begins to take shape.
Beth requested two logos. One for Beth Weinstein and the other for her podcast Medicine For These Times.
Beth Weinstein’s logo has two purposes. It’s the primary logo for Beth Weinstein and also acts as the middle initial of Beth’s name “A” (as seen in the logo lockup). The logo consists of an icon of the sun and pyramid / “A”. The sun shining represents life giving energy, power, masculine energy and connection to divine power. The pyramid symbolizes ancient towers and cosmic mountains.
The Medicine For These Times™ logo consists of an icon of the sun and a snake. In addition to the radiance of the sun, the snake represents creativity and feminine energy. This is directly related to the balance of male and female energy Beth uses in her coaching style as well as the ancient wisdom and alchemy that happens when you align to your purpose and live in inspired action. The half snake is the primary logo and the full snake is the secondary logo.
Design is a deeply spiritual process for me and energetic signatures begin to emerge and come through as the work progresses. As an artist, my process is multifaceted and multidisciplinary. I use all my senses to manifest a brand into being. I place my client on my altar when I work with them and my work becomes an offering. The result reflected someone's true essence, all aspects of the brand are intentional and hold meaning for the past, present and future version of my client.
The colors in Beth’s brand identity represent the elements and are grounded in nature, inspired by Beth’s own connection to nature and the images she provided during the discovery process.
The Beth Weinstein logotype uses Mr. Eaves Modern, a finely finished sans-serif font. It renders a lightness and airiness which reflects a confident and grounded modern font. The “W” is unusually flamboyant for a sans-serif and adds a layer of distinction. Mr. Eaves Modern is used where you see Beth Weinstein.
The Medicine For These Times™ logotype uses Sofia Pro, an elegant and contemporary sans-serif font with a robust font family offering many different font weights which makes it an elegant and versatile font. The font combines modernism and harmonious curves providing a design with a higher x-height than other fonts in its class to make tiny readability more obvious in any use situation. It’s ideal for use in small sizes such as business cards or mobile applications.
In the discovery phase, I asked Beth to take pictures of things that inspire her and places where she felt grounded, creative and centered. One prominent element in those pictures Beth shared was the Shipibo tapestries.
The Shipibo graphic used in the tapestries is rooted in the ancient wisdom of the Shipibo indigenous tribe of the Peruvian Amazon. The intricate linear, geometric and symmetrical graphics act as visual music maps – scores notating the chants and songs (Icaros) associated with Ayahuasca healing ceremonies.
Beth has deep roots to the Shipibo indigenous tribe having participated in many ceremonies where she had done profound personal healing work.
I use the Shipibo graphics within the brand identity graphics speaking to the healing Beth puts out into the world, honoring the healing she received through the guidance of Shipibo indigenous ceremonies.
Branding creates engaging and eye-catching graphics for online presence. Beth Weinstein’s branding was designed to develop templates for promotional content, announcements, and social media posts that feature consistent design elements. This helps establish a recognizable and cohesive presence.
A strong brand identity helps build trust and recognition among consumers, fosters brand loyalty, and sets a company apart from its competitors. It is a crucial aspect of a brand's overall marketing strategy.
The following are custom graphics created utilizing Beth’s branding.
At the completion of the project I had the pleasure of being interviewed on Medicine For These Times : The Psychedelic Entrepreneur with Beth Weinstein. It was such a wonderful experience to celebrate our co-creation, take pause and look back at the journey we both went through together creating Beth’s brand. You can listen to the podcast interview here.