01 · Positioning
Who Zelphis is for
Zelphis is a human-first executive coaching practice led by Julie Stelianides, a French-trained psychologist. These statements are the foundation every touchpoint is built on, including the copy written with AI tools.
Zelphis helps leaders and managers evolve by uncovering the strengths they already have and showing them where they can perform more efficiently, so the teams who rely on them can grow alongside them.
A world where leaders understand themselves as deeply as they understand their work, and lead their teams with the confidence to keep evolving long after the coaching ends.
Brand values
Six commitmentsHuman-first
Every session starts with understanding the person behind the role, with a coach who listens closely and challenges with respect.
Respect, without judgment
Clients can be honest about where they actually are, including decisions they felt unsure about.
Improvement through knowledge
Growth comes from real insight, drawing on Julie's psychology training in France and 15 years of experience.
Efficiency that respects their time
Coaching stays focused and practical so leaders can apply their strengths and move forward quickly.
Confidence and motivation
Zelphis builds self-esteem alongside skill, so leaders leave sessions more capable and motivated.
One coach, full continuity
Clients work directly with Julie, with her full attention from the first session to years later.
Brand tone
Confident and warm, serious and elegantWrite the way Julie speaks to the leaders she coaches: direct, attentive and clear about what the work does and who it is for. Leave out playful or overly casual language, since it works against the trust Julie builds with clients.
02 · Logo suite
Two wings, one rise
The mark is built from two abstracted wing forms that nod to the phoenix. The upper wing reaches up through influence; the lower wing reaches down through the team. Pick any lockup, any logo color and any background, then download a crisp SVG or a PNG at the size you need.
Clear space
Measured in wingsLeave one wing's width of open space on every side of any logo.
The unit is a single wing drawn at the same size as the wings in the logo, so the spacing scales with the logo. The dashed line marks the edge of the clear zone. Keep it free of text and graphics on every version.
Logo on color
Choose the strongest contrastIncorrect usage
Never alter the mark03 · Color palette
Deep blues, warm light
Deep, saturated blues form the base, with Rose Gold and Viridian bringing warmth and energy. Click any value to copy it. HEX and RGB are for screens; use CMYK for print.
Proportion
How much of each, across a typical layoutCharcoal and Chalk form the foundation. Ink Navy leads as the color most associated with Zelphis and should appear in every major brand expression. Viridian is reserved for calls to action and details that need to draw the eye.
Text pairings
Contrast checked live against WCAG 2.1Rose Gold and Viridian backgrounds are reserved for high-recognition moments such as a social graphic or a single feature block. Keep them off large areas and any page with body copy. Patterns and textures are decorative, so they can use any combination.
04 · Typography
Three voices, one system
Amulya brings presence to headlines, Karla carries the reading and Azeret Mono marks structure. All three are free for commercial use.
Amulya
- Weights
- Medium for H1; Regular for H2, H3 and subheads
- Spacing
- Letter spacing auto, line height auto
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Karla
- Weights
- Regular
- Spacing
- Letter spacing auto, line height auto
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Azeret Mono
- Weights
- Regular, uppercase
- Spacing
- Letter spacing 9%, line height auto
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
ⓘAmulya previews here only if it is installed on your device. Otherwise headings on this page fall back to Karla. Install Amulya from Fontshare before designing, and buy or download font licenses in Zelphis's name.
Type scale
Golden ratio · 16px × 1.618On mobile the scale steps down one level: headings use 42px and body copy stays at 16px.
05 · Brand assets
Patterns
Every pattern repeats the wing forms of the logomark. They can be scaled, cropped and recolored in any palette color. Use them in brand-heavy moments such as website backgrounds, section breaks, presentation covers and social graphics, and keep them out from behind body copy.
06 · Brand assets
Gradients
Soft atmospheric fields where navy and charcoal give way to Rose Gold or Chalk breaking through. Use them behind headlines in hero sections, presentation covers and social graphics, and set text over the darker areas. Keep client documents flat.
07 · Brand assets
Photography
Candid coaching moments in warm natural light, paired with atmospheric images of light on dark water and figures against wide windows. When text sits on a photo, add a Charcoal overlay. Crop out visible product logos and busy backgrounds.
08 · Asset kit
Everything, packaged
Each bundle is assembled in your browser and saved as a single .zip. Vector files are SVG; raster files are transparent PNG at 2000px wide for logos and patterns, and full resolution for imagery.
Logos
- 4 versions × 6 brand colors
- SVG and transparent PNG
Patterns
- 4 patterns × 6 colors
- SVG and PNG
Gradients
- 6 gradients
- JPG, PNG, plus SVG where vector
Photography
- Curated images
- JPG and PNG
Full brand kit
All of the above plus a palette reference with HEX, RGB, CMYK and CSS values.