Sarah Stanford is a content designer and copywriter that helps businesses solve their complex content problems. Having decided to rebrand from her old business name (Novelise) to her own name, Sarah needed a brand identity that felt authentically her and could grow with her new direction.
While Sarah’s pre-rebrand visuals were perfectly nice, they didn’t fully represent her fun personality or help to communicate her services or ideal client. The brand centred around a logo and colours but without a full brand system, inconsistencies crept in via changes to elements every couple of months with Sarah always unsure of how her identity was perceived.
Inspired by her love of mid-century design, I created a vibrant brand identity filled with gradient textures and fun shapes to stand out from the more minimal aesthetics favoured by competitors. These elements were created in multiple variations to allow for flexibility- as thin line graphics, filled blocks as well as masked gradients Sarah has an opportunity to be creative and curate the look for whatever content she is discussing. A focus on clean and legible typography helped amplify the concept of ‘creating order’ while vibrant patterns and icons create interest and variety in social media posts.
Before starting this project, I had done a lot of (high price point) work on messaging and positioning, and I don’t think it got me anywhere near as close to the heart of my brand as our conversations, the questionnaire, and what you pulled out from that tangle of ideas. You are like a gold panner, sifting through to find the little specs of light, and turning them into something complete.