ONDA Brand Strategy and Visual Identity From Scratch

ONDA was founded with a powerful mission: to design transformative experiences for visionary women by guiding them through life’s pivotal moments with strategy and inner work. ONDA exists because women are done with surface-level fixes, they need spaces for meaningful transformation, grounded in actionable tools that work.
Approach
Research & Positioning: Identified gaps in a saturated self-growth market: a lack of depth, clarity, and strategy for women.
Naming: “ONDA” (wave) captures flow, adaptability, and collective force.
Values & Voice: Defined core values and messaging that intuition with wisdom.
Visual Identity: bold yet fluid, inspired by the movement of waves.
Tagline
Traditional tools weren't built for women. Ours are.
Brand Story
Onda [Spanish, italian, portuguese] means wave. Waves are never still. They adapt, transform, and gather force as they move, reshaping the shore. Women are the same. For too long, their intuition, resilience, and adaptability have been undervalued, when in truth they are the forces that move the world forward. ONDA was created as a space where that power is not overlooked, but embraced.
Founded by Katrin Kaurov and Sarah Donner, ONDA combines clear strategy with inner work, creating experiences that honor both ambition and wholeness. Because TRANSFORMATION comes from depth, not surface. At its heart, ONDA is fluidity, movement, and collective energy - a wave created when women move together.
Result
The outcome is a timeless, strategy-led brand built to inspire meaningful change. We developed a comprehensive brand book to ensure ONDA’s vision is consistently expressed across every touchpoint: from identity and storytelling to tone of voice and guidelines. ONDA now stands as a movement for ambitious women seeking depth, resilience, and collective energy.