I have been dying to share this fun, quirky logo and brand refresh with you! Personal stylist, Niki Whittle had reached out to me because she was in need of a brand overhaul since her business had expanded to a more creative, professional clientele. Having outgrown her previous design, Niki wanted to revamp up her brand with a fresh, modern vibe with a whole lotta personality. After chatting with her, I was so excited to dive into this brand because I just adored her values, personality, and passion.
From our first chat, Niki and I had an instant connection. We quickly realized we had so much in common – both expats, dog moms, love to hike, but more importantly we share the passion to empower women to embrace their authentic style. Niki strongly believes that every woman shouldn’t squeeze into a box because that’s what is expected and that they should embrace their authenticity. She wanted to update her branding to reflect this, as well as her creative, edgy side. Since Niki has a great eye for style, she had already done her homework and provided me with great inspiration.
After our brand discovery, I quickly jumped into creating some logo concepts. I knew right away that I wanted to create some concepts that reflected her outside of the box thinking and nodded to the fact that she is a personal stylist, but without blatant hanger. I started to think about WHY someone would need a personal stylist. That is because their wardrobe is missing something! I played with this idea and created a couple of concepts that feature negative space.
After reviewing her initial round of logo concepts, Niki had a small problem – she liked them ALL! Instead of just leaving it for her decide by herself, we chatted about who exactly her ideal client is. It’s important that her brand not only capture “her”, but also be appeal to her target audience. By working together, we were able to choose her logo.
Then, I started developing key elements to support her brand. These items consist of secondary logo, sub marks, and of course edgy graphic elements!
I couldn’t be happier with the turnout and am SUPER proud of Niki! Make sure to take a peek here to see how she used her branding elements for her site!
“Before I hired Erica, I felt that my brand didn’t represent me or my business. It hadn’t changed in 10 years, however, both myself and my business had and so I felt quite disconnected from it and, more importantly, felt it wasn’t connecting with my ideal client. I’m a creative person and love making things look ‘pretty’ so I was looking forward to creating a new brand but I found myself spending countless, fruitless hours googling fonts, scrolling Pinterest for color palettes that grabbed me and brand boards that resonated with me – it was distracting me from my business and I wasn’t getting any closer to uncovering my brand.
I stumbled upon Erica in a FB group and was immediately attracted to her website (which is a breath of fresh air!) and her commitment to developing a brand that is not only unique to her clients, but that is authentic. As soon as we spoke on the phone I knew Erica was the right person to help me, not only did she want to know as much as she could about who my ideal client is and how I serve them, she took the time to understand who I am, too.
I loved the designs she created for me and the story behind each one. The fact that I had a hard time making a final decision (thankfully, she was extremely patient with me) is a testament to her ability! I now have a brand that excites me and makes me smile and that totally aligns with me and my ideal client. I can’t wait to start rebranding my website and implementing it across all my social media platforms! Thank you so much, Erica! X
– Niki Whittle
Is your branding in need of an update? Let’s chat on creating something unique as you!