Avril
Anderson
Brand Strategy, Brand Development
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.
process
Before beginning any design work, Avril and I worked to develop a strategy and explore how design could be used to accomplish her goals. Using creative research, client questionnaires and industry research we identified ways for Avril to connect with her audience, evaluated her place in the market and considered how to make her brand stand out from competition. This gave us a strong Creative Direction and Brand Strategy to create from.
From this research we identified the creative direction which Avril wanted to take the brand: Elevated
Monochrome, Powerful Simplicity. This gave us the beginning of a visual identity that centres around a stylised image treatment, muted colour palette and use of type and monograms for a brand narrative that let Avril's experience and approach do the talking.
Excerpt of Creative Research
Initial Development
First Concept
