Gabby came to me in the beginning stages of starting her copywriting business when another designer ghosted her and left her with some bare bones. Like many of my clients she emphasized she DID NOT want color, she liked modern, minimal, and clean. After clarifying that her target audience at this time was fitness influencers and entrepreneurs in the health and wellness space, I explained how we needed to change her approach. If we wanted this brand to attract her target audience, we need to mirror them in certain ways.

Gabby was very receptive and with baby steps, we introduced a matcha green that I built a muted, neutral palette around. This included some sage tones that complimented the other colors and laid a great foundation for her other brand elements. I created a brand mark from an exclamation point that could be a stand alone, or have the legs off it taken apart to create an arrow. She loved the idea of 'emphasis’ marks or directional signals, which I drew visual inspiration from where she resides (New York City). I continued this inspiration for the image styles curated, with skyscrapers, wellness shots, and who doesn’t love a green juice!