Avril Anderson
Brand Strategy, Brand Design
Avril Anderson combines ancient wisdom and modern science to support women to live a more present, peaceful, playful life. After finding success with a personal brand tied to her identity, Avril's business had reached new levels of clarity and needed a brand that represented Avril's experience without feeling tied too closely to her.
I worked with Avril to create a brand strategy and visual identity that resonated with her target audience and represented the new elevated offerings the business had evolved to offer.
The Brief
Beginning with a period of Creative Research and Creative Direction development, I helped Avril identify her brand’s core values, the business’s core mission and the challenges her ideal client faced. Using this research I was able to help identify Avril’s position within the industry in order to build a brand that is rooted in Avril’s unique experience but flexible enough to grown with the business in it’s new venture.
Using type, colour and image direction, I created a visual identity for Avril that felt honest, deep and real - matching the core value of the business. Combining high-contrast display type with a paired back san serif helped create a brand that feels both aspirational but also grounded.
OutCome
Night School needed to be a distinctive brand separate but linked to the SheSays identity.
Inspired by the nocturnal theme of a night school, the brief was to create an identity that celebrated the alternative knowledge that is available in the real world through lived experiences. This idea of alternative knowledge felt in tune with images of magic and sorcery and the visual direction of modern mystics and witchcraft began to emerge.
The design systems created needed to be distinctive but versatile enough to be used across a range of touch points. They also needed to be easily implemented by all team members.