restoring the garden
Francie is an up-and-coming speaker and author who was struggling with how to be differentiated. Her target, women and moms, were hearing a lot of messages aimed at them as lovers and caretakers; however, her message was about innocence. We re-named her main message "Garden Theology" and wrote messaging that focused on restoring the innocence that was lost at the Garden of Eden.
innocent look and feel
After we wrote her positioning statement, articulated her target audience and selected her archetype, we chose her best stories and then went to work on the look and feel. We chose a tranquil organic palette of greens and warm grays and corals. We paired paint strokes and watercolor splashes with flower and leaf patterns that evoke the garden. We created a logo that evokes sincerity and organic growth.
a living breathing brand
Francie received a robust style guide that contains all of the building blocks of her brand, both positioning and essence and all of the graphic elements and patterns. After we completed the style guide, I listened to Francie's most recent trainings and talks, pulled out the salient quotes and created a series of Instagram graphics that fit her look and feel.
