Jenny Draper, a business development coach and mentor, approached me to design a brand identity for her new start-up company. This business will help people’s career development, whether due to redundancy, promotion or change of career, and make them realise their potential and fulfil their aspirations. The identity needed to feel optimistic and positive and to re-enforce my client’s friendly personality and approachable nature – let people feel they can trust her if feeling worried or unsure of their next career move.
Many concepts were considered, but the final chosen one, was of growth. The fonts used are all fresh and contemporary. Using a lowercase ‘jenny’ in a handwritten, friendly style, incorporating a small leaf at the end of her name, and then more confident, corporate fonts for the rest of the logo. The descriptor line allows potential customers to quickly and easily understand the nature of Jenny’s business.
The visual identity guidelines I then created are very important in taking the brand forward consistently in marketing, advertising and the design of the website.