A sophisticated and feminine brand for a trail blazer
When Erin Harris, an established executive in the male-dominated sports and entertainment industry, approached me to create a brand identity, her goal was clear. She wanted to establish a brand identity for her coaching business that resonated with strength, professionalism, and feminine elegance to connect with her target audience of female leaders aged 35 to 50. Erin was determined to break the traditional barriers in her field and empower other women to ascend to leadership roles with confidence and grace.
The branding process from start to finish
The project began with a questionnaire that Erin filled out diligently. Her responses were rich with descriptive words such as "empowerment," "integrity," and "results," which painted a vivid picture of what she envisioned for her brand. This early engagement was crucial in addressing a common concern among clients about whether the branding will truly reflect their vision. By closely involving Erin in this foundational step, we ensured the brand would authentically represent her values and objectives.
In step 2 of the process, we turned to Pinterest for inspiration. Erin was deeply involved in this process, creating boards and selecting images that reflected her taste of logo styles, colour palettes, and typography. These Pinterest boards were pivotal in exploring the emotional tone and visual aesthetic Erin wished to set for her brand.
Curating from Erin's images collected on Pinterest, I designed and presented a mood board with 2 colour variations. Colour palettes were explored that included pale pinks, blue/greens, and greys—colours that conveyed sophistication and strength without being overly feminine or traditional. Overall, the mood board crystallized the envisioned brand aesthetic, balancing sophistication with an unapologetically strong and feminine demeanour, setting a definitive visual direction for the subsequent design phases.
