Branding for Katie Wong

Thanks so much Melody for [working on this project] and the whole team for your hard work!  I really appreciate you taking time to understand my brand and you did a great job!

— Katie Wong

Overview

This is a project assigned to our team by VCC Design Studio. Our task is to create the branding for Katie Wong, an HR consultant and Personal Career Coach, looking to establish her own brand as she is moving away from working for agencies.

Our challenge is balancing the professionalism on the HR side of her business and the approachability of her personal career coaching side of her business.

Solution

Our team worked on 5 mood board and visual directions for this project, as our client did not have a clear preference for a visual style at the beginning of the project.

As we continued workshopping our concepts and visual directions, we settled on the "key" concept, which encapsulates the motifs of the north star, the Ikigai Venn Diagram, and the flower bud, all of which are visual motifs that connects with the essence of her business.

The final design strikes a balance between professionalism and approachability by using cool tones (for professionalism) and organic, curved typography (for approachability).

Results

We created a comprehensive branding guide including the logo, typography, tone of voice, assets, etc. for Katie Wong's business. The new branding and branding guide helps Katie Wong present her brand and business in a professional manner, setting her apart from other businesses.