Humble Ego
Brand solutions for skincare brand 'Coda', a culmination of modern science and minimal elegance. Skincare can often feel overcomplicated and overwhelming; Coda simplifies the process with personalised collections for targeted needs. Designed with women in their 30s–60s in mind, the challenge centred on clarity, sophistication, and efficacy - capturing the brand’s gentle, science-backed formulas and premium self-care experience.
Sector
Wellness
Services
Brand Strategy
Brand Identity
Packaging
Web Design
Socials
Email Marketing
Humble Ego
Humble Ego is a brand by Joy Ben Hur that spanned handmade jewellery, a podcast, creative productions, and content. While positioned as a creative collective, the primary focus on jewellery sales led to a disconnect between its offerings, messaging, and mission. Joy reached out to me to oversee a rebrand, introducing journals as a foundational tool for reflection and creativity within a broader ecosystem of new digital products, content, and community events, alongside an elevated visual language. This brought clarity and cohesion to Humble Ego’s identity and vision.
Project Type
Freelance
Services
Brand Strategy
Brand Identity
Product Design
Packaging
Web Design
Social Media
Email Marketing
Humble Ego
Humble Ego is a brand by Joy Ben Hur that spanned handmade jewellery, a podcast, creative productions, and content. While positioned as a creative collective, the primary focus on jewellery sales led to a disconnect between its offerings, messaging, and mission. Joy reached out to me to oversee a rebrand, introducing journals as a foundational tool for reflection and creativity within a broader ecosystem of new digital products, content, and community events, alongside an elevated visual language. This brought clarity and cohesion to Humble Ego’s identity and vision.
Project Type
Freelance
Services
Brand Strategy
Brand Identity
Product Design
Packaging
Web Design
Social Media
Email Marketing
The new brand identity retains the original name and monogram while evolving the wordmark and typographic system, replacing Didot and serif type with Work Sans and Archivo for improved legibility, scalability, and a more contemporary tone. The colour palette shifts from stark white to a softer cream for a tactile, paper-like feel, with black and muted dark blue referencing pen ink. Joy’s hand-drawn sketches, scribbles, and writing create authenticity and reinforce the journal concept, adding a sense of playfulness and imperfection. With close overlap between her work as a content creator and founder of Humble Ego, the new direction leans more minimal and urban, mirroring her move from Byron Bay to Melbourne and shift in style. This refocuses the brand around wellness and creativity for city-based audiences.
The new brand identity retains the original name and monogram while evolving the logotype and typographic system, replacing Didot and serif type with Work Sans and Archivo for improved legibility, scalability, and a more contemporary tone. The colour palette shifts from stark white to a softer cream for a more tactile, paper-like feel, with black and a muted dark blue referencing pen ink. Joy’s hand-drawn sketches, scribbles, and writing create authenticity and reinforce the journal concept, adding warmth, playfulness, and a sense of imperfection. With close overlap between Joy’s work as a content creator and as founder of Humble Ego, the direction is more minimal, elevated, and urban, reflecting her move from Byron Bay to Melbourne and a shift in personal style. This refocuses the brand towards urban and city-based audiences.
Humble Ego believes that real change begins from within. We are dedicated to creating a safe space that nurtures creatives on their journey of self-expression, offering a blank page to harness our unique gifts, INSPIRE growth, and reach our full potential.
The journal products balance thoughtful design with functionality. Developed in response to audience research, they feature an open spine that allows the journal to lay flat, premium bleed-resistant paper, lined and blank formats, and a protective case for storage and portability. The minimal design gives space for people to fill the pages with their own voice and creative expression.
The website allows users to shop, explore the brand story, sign up to the newsletter, and access free prompts. Built on Shopify following a move from Squarespace, it was developed as a responsive site with a robust e-commerce system, streamlined navigation, and optimised checkout flow. Custom CSS was used to overcome template layout constraints and introduce branded sketch-based elements. The site achieved 514 sessions and a 9.9% conversion rate within 12 hours of launch.
The journaling experience is expanded through digital products, including a prompt book to support a consistent writing habit, and themed companion workbooks with topic-specific prompts and resources for deeper exploration. The visual system is extended into these formats through paper textures, brand typography, and hand-drawn elements.
A key objective of the rebrand was to support Joy's vision of Humble Ego as more than just journals, moving into community experiences and forming creative connections. Since launch, this has come to life through brand collaborations and events, demonstrating the strength of the new positioning and identity. With this comes more brand visibility and reach among relevant audiences.
Brand collaborations include:
Up There Athletics x New Balance Ellipse Event
Humble Ego x Little Yarn Pop Up
Giveaway with Hinu Hair x Mihan Aromatics
Journals at Tones Café
Journal Workshop x Joywave
Inner Child Workshop at Ad Finem Studios, Fitzroy. Co-hosted by Joywave. Sponsored by Loco Love, Love Tea, XFlos, Muji. Content: Joy Ben Hur
Humble Ego rebrand launch content for socials. The campaign introduces the products and tone through narrative-led visuals. Film Production: Outro · Director: Joy Ben Hur
Humble Ego believes that real change begins from within. We are dedicated to creating a safe space that nurtures creatives on their journey of self-expression, offering a blank page to harness our unique gifts, INSPIRE growth, and reach our full potential.
The website allows users to shop, explore the brand story, sign up to the newsletter, and access free prompts. Built on Shopify following a move from Squarespace, it was developed as a responsive site with a robust e-commerce system, streamlined navigation, and optimised checkout flow. Custom CSS was used to overcome template layout constraints and introduce branded sketch-based elements. The site achieved 514 sessions and a 9.9% conversion rate within 12 hours of launch.
The journaling experience is expanded through digital products, including a prompt book to support a consistent writing habit, and themed companion workbooks with topic-specific prompts and resources for deeper exploration. The visual system is extended into these formats through paper textures, brand typography, and hand-drawn elements.
A key objective of the rebrand was to support Joy's vision of Humble Ego as more than just journals, moving into community experiences and forming creative connections. This has come to life through brand collaborations and events, demonstrating the strength of the new positioning and identity. With this comes more brand visibility and reach among relevant audiences.
Journal Workshop x Joywave
Inner Child Workshop at Ad Finem Studios, Fitzroy. Co-hosted by Joywave. Sponsored by Loco Love, Love Tea, XFlos, Muji.
Content: Joy Ben Hur
Up There Athletics x New Balance Ellipse Event
HE journals were used/gifted as part of an immersive wellness event at Tender Place, Brunswick for the launch of the Ellipse shoe. Stationery Design: Up There
Humble Ego x Little Yarn Pop-Up
At Hutton House Studio, Collingwood. Design & Content: Joy Ben Hur, Little Yarn
Giveaway with Hinu Hair x Mihan Aromatics
New Year Rituals Instagram giveaway. Graphic Design: Gaia Barnatan
Journals at Tones Café
Stocked in Tones at Sōko, Byron Bay. Photo Content: Tones