I had the privilege of working with Brandon Fluharty to enhance his Purposeful Performer product, starting with a transition to a Notion-based system. Once we completed the product integration, I moved forward to create a unique logo and animation to represent the brand’s ethos.

Brandon’s recognizable mascot, a bee, became the foundation of the design. However, I wanted to elevate the bee to reflect the deeper layers of his product—symbolizing more than just a common insect. Writing is a central theme in Brandon’s process, so I began with the bee shape as a pencil, and embedded symbolic elements throughout. The pixelated antennae nod to the gamification aspect of the experience, while the bee’s black and yellow suit reflects its business-minded approach. The tie is black, symbolizing professionalism. The wings, designed as “P” shapes, connect directly to the Purposeful Performer brand, and the same “P” theme continues in the bee's glasses, subtly reinforcing the brand's identity.

The stripes on the bee’s body are carefully placed using golden ratio measurements to ensure balance, and I incorporated the hexagon—the brand’s staple design element (and pencil shape)—into the bee's head. This attention to detail was not only visually appealing but also a nod to the structure and precision that underpins The Purposeful Performer philosophy.

In addition to the logo, I provided Brandon with a variety of assets including social media banners, multiple email banner templates, and a looped animated gif for his website, which brings the bee mascot to life and engages visitors. This cohesive visual identity supports his unique message of purposeful performance and aims to inspire his audience as they engage with his product.