The Inner Fire Academy

Brand Identity Consulting

& Content Creation

Fire Fighter, mentor and aspiring speaker Mike Sehl wanted to captivate his primary and secondary audiences under one brand. YOUDAN design was brought in to establish guidelines and create a visual language to support the business mission.

Considering the newest element of The Inner Fire Academy service offering, YOUDAN design developed a consistency throughout it's messaging using 3 pillars of visual language.


This structure ensured that all visual content communicated the core values and overarching purpose of the business.



Thank you very much for the amazing work you’ve done. To be honest, before we began working together I thought I was doing a decent job of visually speaking to my audience. I didn’t really understand what could be done differently to realistically impact my business. Little did I know. 


Initially I was very impressed by how much research you did to understand my business. You were very familiar with my website, Instagram page, important aspects of firefighting, and the message and values of TIFA. 

Your pillars and schemes make sense and are consistent and recognisable. People I know talk about our pictures. They have a much clearer and more well defined target audience. Consequently, I’ve been getting A LOT more activity on my social medias.


Even when I first saw the images, I got really excited. I couldn’t wait to see the next round of images!  I was reminded of when I first started the business. It felt exciting, and clear again. At this point I know when my hair stands up that I’m either going into a burning building or the business is firing me up!

I just want to say thank you again. I’m blown away! I can sometimes underplay important parts of entrepreneurship (like this part), but having an open mind here has served me extremely well. I can’t wait to use these images in even larger ways as the business continues to grow."

Mike Sehl

Founder of The Inner Fire Academy

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© 2020 Kim Youdan . Y O U D A N  d e s i g n