Brand Design for Beautiful Inside Academy
As a mom of two teen girls and a believer in supporting and empowering women, it was such a delight to work with this client, and I'm so happy to introduce you to her today. Renae Peterson is an international teen girl empowerment coach at Beautiful Inside Academy whose core purpose is to empower young women as they develop their inner confidence and live their most beautiful life.
In addition to being a skilled coach, Renae's also a mom to two beautiful young women and understands first-hand the value of having a trusted outside voice on your team—one who can support your daughter with candor and love, who also wants the very best for her, just like her parents do. If you're a parent, you know how resistant our kids often are to our advice but how receptive they can be to other influential adults.
This is where Renae really shines. Let's jump in!
1 | Brand Strategy
Renae knows that strong women often begin as confident teens—girls who know who they are and are willing to stand apart from the crowd. Through her 1:1 and group programs, they gain the confidence to trust themselves and stop looking outside for validation or approval.
It was important to Renae that her brand be classy and timeless, but as a coach for teenagers, it also needed to be a bit edgy and cool. Though it's the moms who are usually seeking support for their daughters, her brand needed to appeal to both groups.
BIA's tagline—"Know your worth. Own your power."—flowed easily from our Brand Strategy foundation, along with the keywords strong, confident, and classy. It's not often that I design a black and white brand, but it was a perfect fit for Renae's personality and the Academy. The color psychology of black is powerful and authoritative, and white is clarity and simplicity. We spiced it up with hits of hot pink and red for courage and passion. The pops of color keep it from being too boring or stagnant, and the black, white, and blush allowed us to use her existing beautiful photography.
2 | Logo Design
The symbolism in her logo icon serves two purposes. Not only is it a stylization of the business's initials, but the overall arch feels expansive in the same way that her girls are reaching up and becoming more than they thought possible. It's as if they're pushing against the ceiling as their confidence grows.
The thin lines and condensed serif font are much cleaner, more legible, and more sophisticated than the overused Playlist script font of her old logo. Because her business name is fairly long, we decided to not include her personal name along with the new logo to keep it simple and professional.
3 | Brand Board
For Beautiful Inside Academy, I also designed marks for her tagline that tie in with her logo fonts. I'm always careful to keep the integrity and strength of the logo by not using the logo fonts in other areas like body copy and headlines, but it's allowed for taglines and submarks. A custom pattern and font choices round out the brand.
4 | COLLATERAL & SOCIAL MEDIA
In addition to her social media templates, we updated her newsletter masthead and invoice form. Having new banners for her Facebook page and group and lots of different post styles will make it easy to build brand consistency across all platforms. As always, everything is set up and organized in Canva for easy use with updated tutorial videos here.
5 | WEBSITE
A detailed Brand Style Guide and walkthrough videos allowed Stellar Theory to build her a new, clean website that looks beautiful and is easy to navigate.
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