The Intuitive Assistant
The Intuitive Assistant is a virtual assistance service providing admin support and operations management to small businesses and individuals. Founded by Lina Akkerman (they/them), the brand centers compassion and care in the professional space, offering structure and strategy while honoring the humanity of every client.
I worked directly with founder Lina to create a brand identity that reflects their approach: capable and trustworthy, yet warm, nurturing, and playfully queer-coded in subtle ways. The result is a logo and color palette that capture their unique mix of grounded support, inclusivity, and lightheartedness. Yay!
Client: The Intuitive Assistant
Year: 2025
Services:
Logo Design
Brand Color Palette Development
We kicked things off with a series of concept sketches to explore possible directions, weighing the strengths and weaknesses of each approach. Ultimately, we landed on a stylized bird emblem, a mark that balances softness with strength. Its rounded, comforting body embodies the nurturing, compassionate qualities at the heart of The Intuitive Assistant, while its defined beak and grounded stance signal clarity, focus, and dependability.
The final mark is simple yet intentional. Clean typography balances clarity and approachability, while the bird emblem introduces a sense of playfulness without overwhelming the design- a balance that mirrors Lina’s behind-the-scenes support for clients.The logo was designed to scale seamlessly across digital and print use, ensuring it feels equally at home on a website header, business card, or email signature.
The Intuitive Assistant color palette
In addition to the logo, I created a custom color palette that aligns with Lina’s intuitive, calming, and playful approach. The palette pairs soft neutrals and grounding black-and-white tones with pops of accent colors, carefully chosen to add moments of vibrancy. Each hue was tested for accessibility and versatility, ensuring the palette performs seamlessly across digital and print applications. The end result is a palette that feels both sophisticated and approachable- warm, human, and adaptable, supporting Lina in communicating their brand with consistency, while leaving space for growth as The Intuitive Assistant continues to expand.
“Jamie just gets it. From the beginning, I felt like I was collaborating with someone who truly understood my vision AND my values. They took the time to really listen, while also guiding me through the parts of branding/design I wasn’t as confident in. It never felt transactional or confusing, it felt like working with a creative partner who knew exactly when to take the lead and when to pull me in.
Jamie was warm, thoughtful, and incredibly thorough throughout the process. They made sure everything was accessible, intentional, and aligned before I even had to ask. The final branding feels like me and my work: capable, grounded, and quietly confident. It was such a relief to have someone I trusted steering the design side so I could focus on running my business.”
Lina Akkerman
Founder of The Intuitive Assistant