brand strategy

brand styling

Problem

The audience for the brand is female, adult-aged (30 -59). They identify as creatives- but may or may not work or practice as a creative. They are highly visual and appreciate beautiful things. However, they value ‘life in action’ and so are not precious about material objects. They prefer a casual, warm environment over a cold, sterile, gallery look. When they have free time they like to spend it with friends on walks, hikes, yoga, or having a glass of wine. As visually-driven women, they often prefer visual social channels like Instagram. Most of these women are mothers or planning their families. They value community and spaces (digital or in-person) where they can connect with like-minded women to share ideas and get inspired. Oftentimes, these women are seeking inspiration to keep their own lives feeling fresh and push them to indulge in their creative sides when they find a spare moment.

Solution

The color palette for the brand is rooted in warm shades of nude, ochre, cream, and peach. These tones lean towards the leaner side to add a sense of warmth and approachability to the visual personality. Images often lean towards a warm white balance lending a sun-drenched appearance. The accent font uses a retro-style script to stand out from modern options- while bringing a vintage, palm springs feeling... carefree, social, and optimistic.

Although the majority of the palette leans towards soft brights, a hit if poppy orange brings a creative, passionate note. A ‘painted’ taller font that feels at once creative and strong.

Although the brand colors are all about youth, brightness, and a free-spirited attitude, there is a need to elevate the brand to ensure the personality doesn’t become overly youthful. An ochre tone brings in a grounded richness to the visuals. The header font, a thin-lined serif, brings in a sense of quality, while its roundness, and airiness still feel approachable and warm.