The Kickoff
During my coursework, I led a student design team that was matched with a real-life client by the name of Kerri, who ran a business out of Sheboygan called Live More with Kerri. Upon meeting with Kerri, not only did we learn about her business and passion for the wellness of others, but of her amusing and cheeky nature. She wasn’t sure what she was looking for, but she certainly knew what she didn’t want. We reviewed her current business’s current logo and website and agreed that a brand refresh was needed – I could tell immediately that she was going to be a responsive, honest, and enjoyable client to work with!
The Discovery
We began by narrowing down some brand attributes for her business, selecting words such as “Healthy”, “Authentic”, “Fun”, and “Trustworthy”. Based on her personality and comments, the word “wholesome” didn’t come to mind, and I wasn’t going to reflect it in her branding. She wanted something that was serious, but didn’t take itself too seriously (which made complete sense to me). The team presented her with multiple moodboards, which each contained pieces that resonated with her. She loved gold with a deep green, though she was adamant that we stay away from channeling the Green Bay Packers. Once she selected a few other complementary colors, the design team got to work with an array of designs. We attempted to incorporate symbols referring to balance and strength, pulling in images of a scale and carefully stacked rocks. Ultimately, one of the team members illustrated a lotus flower, which paid homage to the original logo she had worked with.
After communicating back and forth for a few weeks, making minor adjustments to create the perfect level of detail, the updated lotus emblem and typeface surrounding the icon was solid. As she explained we “NAILED IT!!!”
The Final Product
“I now have a beautiful rebranding kit that I cannot wait to implement!”
-Kerri Wilson
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