Project Overview
SRM is the personal brand of a freelance copywriter, academician, and educator on a mission to help female entrepreneurs lead the way for a positive change through impactful writing.
From Discovery to Conception
The first phase was a discovery session to understand the brand better. Based on a series of questions and exercises, we identified several key components of the brand, including the target audience, their challenges, the brand values and personality, etc.
SRM’s ideal clients want to feel comfortable to confidently share their knowledge and voice their opinions to the world, without fear of being judged. And the best way to do it? Through powerful storytelling.
So, we set out to design an identity that would better appeal to them.
I researched and designed 2 mood boards to determine the creative direction. While one focused on a bolder, heroic approach, the other leaned heavily towards the idea of a wizard with words.
01. The Catalyst
02. A Storyteller's Allure
The Look of the Bold
All that glitters is not gold, but all that is red is bold.
While SRM’s brand archetype is a mix of The Magician and The Hero, her brand is bold and authoritative, making The Catalyst an obvious choice.
The colour palette offers a clean and chic look, while the serif font pairing fits a poet’s hands like a glove.
