The client needed a brand identity for a theater and performance coaching studio. We started by sending Naomi Bailis a questionnaire to understand her goals, priorities, and values in launching this new venture.
Next, we conducted extensive market research and compiled a visual overview of her likely competitors. Using our findings and the questionnaire responses, we developed a brand document that identified the brand archetype and introduced the Explorer archetype. We then created a mood board to guide the overall visual direction.
We began our logo exploration by printing out various black-and-white images of birds and identifying silhouettes that could serve as a strong foundation.
Using the brand document and mood board for inspiration, we refined our favorite concepts in Adobe Illustrator until we had several finalists. We shared these with Naomi for feedback, ensuring her vision and preferences remained central to the process.
Naomi connected strongly with one of the designs. Building on that feedback, we perfected the logo, selected typography, and finalized a color palette. This brand identity included three logo variations: a default stack, an expanded stack (featuring the word “studios”), and an expanded horizontal format.
This identity was instrumental in launching Naomi’s successful studio, forming the basis for promotional materials like business cards and laying the groundwork for her website design.
