Jono Fisher
Grief & Midlife Guide
Crafting a brand
rooted in belonging,
grief & sacred wisdom
An Overview
After years of leading the mindfulness movement, Jono was ready to embark on the next chapter of his work — grounding himself in the sacred realms of embodiment, deep relationality, and guiding others through grief and the opportunities of midlife.
Navigate the case study:
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Jono had built a large community, hosted successful events and guided top business leaders through a kindness revolution, mindful leadership, and men’s work — yet he did not have a personal brand or website.
He was ready to build his own platform that reflected his values and re-engaged his community, so he could freely dive into deeper subjects: like grief and sacred embodiment.
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We served as strategist and reflector of Jono’s body of work and legacy.
His Brand Ecosystem included:
2-Month Brand Strategy Container
Visual Identity Design
Illustration + Iconography
Photography Direction
Website Development
Social Media Brand Launch
Podcast Artwork
Event Collateral (Promotion, Sales pages + Presentations)
Midlife Wisdom School (hosted on Squarespace)
Weaning Retainer (6 months)
“As a person, and a friend, thank you so much for bringing care to this work.This work is a deep product of you — in the time you’ve given, the quality of conversation, reflection, assimilation, and receptivity. On top of all, the person you are and the skill you bring as an artist, designer, and developer. You are something else.”
–Jono Fisher
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We reactivate this community while moving toward the richer landscape of “sacred, embodied wisdom”. With a humble and warm invitation, his brand culture rooted itself in belonging, grief and sacred land.
His brand story of belonging became a relatable and relational anchor point. The Caregiver and Every Person Archetypes provided creative direction to stay focused on his natural tenderness and desire to witness other’s with an unflinching presence.
His brand world came into focus not through any grand revelation, but rather a validation of the who Jono already was.
Since completing his brand in 2023, it continues to evolve with him as he has ventured deeper into grief work and opened a online community, called the Midlife Wisdom School.
“You’ve given me something I can grow into you. This process has been deeply healing. You’ve instilled an enormous amount of belief and confidence in me.”–Jono Fisher
For over 20 years Jono Fisher hosted mindful events and leadership trainings for some of the top business leaders and wisdom teachers of our time — including Eckhart Tolle, Brené Brown, Lawrence Levy, Tara Brach and the founders of Google’s most successful leadership program.
When he approached State of Sage, he was entering a new chapter in life. For a long time he was the mindful practitioner on the board of large organizations, but he was ready to pivot into a space of his own creation — where the medicine was love, listening and belonging.
Brand Goals
Build a personal online presence that reflected his story and personality
Gain clarity and direction to reactivate his dormant newsletter and podcast
Pivot from mindfulness towards sacred embodiment
Brand Pulse
We were able to start from scratch. Jono never felt seen in the corporate brands and the increasing commodification of the mindfulness movement.
Within an intimate container of deep reflection and assimilation, we arrive at Jono’s Brand Pulse:
To create a community for people to embody their innate wisdom and come home to the sacredness of all life.
Sounds simple, but arriving at this distillation point always requires a pouring out of the heart and examining purpose at the deepest levels.
We could dissect each word, but I want to share two powerful moments in the brand journey:
Unearthing Position
Embracing “Sacredness”
This word came up countless times in our strategy sessions, but with his corporate background in mindfulness, Jono was hesitant to embrace the word “sacred”.
Did it feel too far, too religious, too woowoo? Yes, maybe.
As we continued to table the word in our brand messaging, it became impossible to find a replacement.
“What if we boldly said what we meant? Perhaps this word embodies your pivot. Life is sacred. Land is sacred. Belonging and truly being seen are sacred acts.”
“Sacred” and “sacredness” entered the brand not only in words, but in meaning — it unlocked a new depth of Jono’s position. Then, we were able to truly represent what we meant by sacredness through:
Storied folk artwork
Australian Indigenous land
Jono’s relationship to the natural world
Wholeness, Aliveness, Openness, Care + Grief
Tenderness of heartfelt connection
A Story that Shaped and
Anchored Jono’s Brand
In a rather humble yet powerful story of being witnessed and finding belonging, Jono planted his brand roots. He tells a familiar story that makes his audience feel seen while identifying the heartache of our modern, isolated age.
The brand relies on two archetypes which provide creative direction:
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The Caregiver
Provides structure to the world by deeply caring and supporting others. They aim to protect and equipped people with the tools to feel safe, valued and resilient. The Caregiver Archetype holds space and is naturally tender, trustworthy and kind. They have a great capacity to love with the depth of a parent’s steady presence.
Jono is a natural caregiver. His tenderness, reflection and desire to witness people in the depths of change and grief is the caregiver archetype beautifully embodied. Bestowing this archetype was not a revelation, but rather a validation of who is already is.
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The Every Person
Provides belonging to the world by seeing the unique value of each person in our collective. They are relatable, give you attention with their full presence and have a deep well of empathy. They may appear remarkable ordinary, not desiring a stage, but The Every Person archetype makes the best leader as they hold up a mirror to reflect and respect others.
Jono emphasized how ordinary and relatable he wanted the brand to feel, as a reflection of his personality and leadership. He no longer wanted to stand above on a stage, but rather engage with community in the practice of belonging. And while we could see his remarkable magic all around, his humble and approachable presence became a creative direction. We anchored the brand in openness, accessibility, and warmth.
Visual Identity
In Jono’s words
“When I first met you I shared my hesitation openly. The more I got to know you, I saw your talent and skill, but not only that, I got to see you as a person, a being. It was when I felt that connection, I knew you were going to deliver something beyond what anyone else could ever do.
Every time you delivered something it was a feeling of “Wow”. You SO get where I want to go and who I am.
As a person, and a friend, thank you so much for bringing care to this work.
This work is a deep product of you — in the time you’ve given, the quality of conversation, reflection, assimilation, and receptivity. On top of all, the person you are and the skill you bring as an artist, designer, and developer. You are something else.
You’ve given me something I can grow into you. This process has been deeply healing. You’ve instilled an enormous amount of belief and confidence in me.
I hope I can take this platform that you’ve created and make you proud. May you continue to bless many other people through your work.”
Jono Fisher
Jono Fisher’s
Brand Ecosystem
Brand Strategy
Visual Identity Design
Illustration + Iconography
Photography Direction
Website Development
Social Media Brand Launch
Podcast Artwork
Event Collateral
Website Design
Website Design
Jono Fisher’s Brand Ecosystem
Brand Strategy
Visual Identity Design
Illustration + Iconography
Photography Direction
Website Development
Social Media Brand Launch
Podcast Artwork
Event Collateral
Brand Evolution
Designing for Future Flexibility
Jono admitted early on that he shifts his offers regularly, based on where his heart and focus move.
While it’s refreshing to hear this kind of self-awareness, it’s also a very common aspect to entrepreneurship. You create where your heart leads.
Brand should celebrate those inevitable evolutions and not confine your creativity. A strong brand should be flexible and deeply rooted in your WHY — which allows for freedom of how and what you offer within your brand.
We ensured that Jono’s brand could be adapted to new themes and offerings as long as it stayed rooted to his Brand Pulse of community belonging and sacred embodied wisdom.
How his brand offer has evolved:
2023: Launched with Community Events, Mentorship, Leadership Consulting & Podcast
2024: Grief Community Rituals & Podcast
2025: Midlife Wisdom School — a community space for Wisdom, Community and Well-being offering Live Gatherings, Retreats, Exclusive Podcast, Small Circles and Kindness Challenges.
Ground Your Vision
Gather your Community
Care for the Living world
We are a creative partner that will hold your vision and sharpen your message as it impacts the world.
Partner with State of Sage and bring your brand to life.
A free Resource
Reveal the health of
your Brand Pulse
Watch the masterclass and take your Brand Pulse. Identify strengths and opportunities alongside actionable prompts to re-energize your brand.
1-hour Session
A salve for brand noise
The Clarity Session is an opportunity to sit with a brand strategist who will reflect your goals, share rich insights and help you navigate through ambiguous brand decisions.