What a dream project this was - Rhiannon Louden came to me asking to create a new daring brand design for her multi-faceted business. Incorporating her values, personality and love for colour and art.
Rhiannon, owner of Rhiannon Louden decided on my Complete Brand Identity package that includes all the brand basics as well as bespoke brand illustrations.
The raw and honest business
Rhiannon Louden supports busy, plate juggling female entrepreneurs who are building a business while raising small humans. The focus of Rhiannon’s business is in helping women grow their business in a way that works with the other responsibilities in their life.
Rhiannon does this through offering brand photography and brand strategy as well as business mentorship and accountability.
As Rhiannon’s offerings and focus shifted and she wanted to grow the mentorship and community aspects of her business, her original branding no longer felt aligned or showed off her personality.
With all these changes Rhiannon also decided to change the name of her business - which also meant that her branding was no longer fitting.
The strategic brand design Brief
We started by looking closely at Rhiannon Louden (as a business and as a person); what the values are, who the ideal customer is and what traits of Rhiannon’s personality we wanted to incorporate into her new brand look.
And we came up with the following brief for the new brand identity:
The new daring brand design embodies the core values of community, feminism and being real. It should convey a sense of being honest, supportive and drawn in.
The design should not directly link to the photography side of the business, as this is only a small part of what you do.
The new brand identity needs to reflect that Rhiannon is all about challenging stereotypes and finding your unique place in the world.
Your ideal visual identity will be bold, rebellious and imperfect.
The creative design process
From chatting to Rhiannon and looking at her Pinterest board I got a good creative direction as to what the new brand should look like.
I started with two different directions though - one having a strong Retro-vibe and the other showing the raw and daring side.
Rhiannon was clear that she wanted to incorporate a mermaid into her design as this symbolises feminism, fertility but also luring sailors to their death. This was one of the first things I started to sketch out. To stay in line with the branding being imperfect and a bit edgy I looked at where I could include harsh, sharp corners whilst still showing a feminine side.
For the main logo I looked at different fonts that portrayed the right feeling - being imperfect, raw and daring. I manipulated the font type to make it more interesting.
For the colour palette I looked at an array of colours and landed on a palette that was vibrant, full of confidence and in-your-face punchy.
The Complete Brand Identity includes custom brand illustration. As Rhiannon’s business can be divided into three strands (photography, mentorship, and strategy) we decided on creating three separate illustrations to represent these.
Last but not least I took a look at the typography - I found a free font that was similar to the font used in the logo for headers and subheadings. For the display type I chose a font that is messy but easy to read and has a handwritten feel to it. The body type was kept clean and simple for easy readability. If you find choosing fonts for your branding hard, have a read of this blog post.
The review
This is what Rhiannon had to say after working together:
Emmelie is exceptional!
Having collaborated with her on many client projects, I didn't hesitate to choose her for my own rebrand. I was unsure of my vision, but Emmelie guided me through every step, from initial ideas to a strong brand identity and the final design.
She captured the essence of my business and vision, creating a bold, unique brand that’s truly me.
Emmelie took the time to understand my goals and integrated them seamlessly into my branding, exceeding my expectations. I’m proud and confident presenting my new brand, which has elevated my business.
Emmelie is brilliant, organized, and passionate—highly recommended!
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