Brand Design for Katie Wood
I can't wait for you to see this week's brand reveal! Katie and I have known each other for many years, and she always knew a rebrand was in her future. We just had to wait for the right time, and 2022 is her year!
Katie Wood has been many things throughout her career—whitewater raft guide, social worker, and branding and marketing specialist to name just a few. We share an appreciation for beautiful design and the great outdoors (especially our beloved Rocky Mountains!), but it's her passion for supporting founders, leaders, and creatives that really lights her up and is the focus of her new brand identity.
Throughout our many conversations over the years, it was Katie's business name that often tripped her up. It wasn't holding her back from doing amazing work (she's got that in the bag!), but it was getting in the way of her confidence and always left a little question mark in the back of her mind. (I know exactly how this feels when I went through my own renaming process several years ago.)
Some business owners switch from using their personal name to a business name (like JR did with Leadcraft), but others switch in the opposite direction because it makes more sense. Once Katie decided to let go of her old business name and use her personal name, we were ready to design a new brand that captured exactly who she is and how she helps her clients, one that instantly had potential clients asking for her support.
You're going to love this warm, earthy rebrand!
1 | Brand Strategy
As we were digging into Katie's brand strategy, it was obvious that she's first and foremost a calm, experienced guide for her clients, helping them clarify their vision and create greater impact with ease and joy. She has the intuitive ability to see down the road so they can implement systems and support that will allow them to thrive.
This tied in beautifully with her years as an outdoor and river guide. She views business as an adventure, full of twists and turns, which naturally led to our Big Idea of "Bring Your Adventure into Focus." She already had gorgeous photography (outdoors, of course) that we wanted to use because it's so "Katie."
With all of this in mind, our brand keywords are adventurous, curious, and visionary. The color psychology of forest is balance and growth, terra cotta is warmth and abundance, and gold is grounded and curiosity. This earthy palette keeps her brand warm and unfussy.
2 | Logo Design
In logo design, I'm always somewhat at the mercy of the actual letters in the business name, but this couldn't have been more perfect for Katie. I stylized her initials into an icon that feels like a trail marker you'd find in the mountains. (Do you see the "K" reclined on its back?)
The arrowhead shape is also a nod to her years growing up on an Indian Reservation in Wyoming while the ligature of her initials create a mini picture of a pathway leading into the future with a focus point just above the horizon. Juxtaposing the symmetry of the icon with the looser shape of her name keeps it interesting, and a few customizations in her font keep it unique and perfectly balanced.
3 | Brand Board
The logo and icons exist in many colors and combinations to give her lots of flexibility. Her custom pattern is a fun mix of dancing lines that resemble a topographic map with points of interest along the way. Pulling out a narrow section of the pattern gives us another element to build a cohesive brand.
4 | COLLATERAL & SOCIAL MEDIA
Creating new templates for her client worksheets, marketing materials, and mini cards provided enough examples that she can easily roll the new layouts into all her existing collateral, and she's been an absolute rockstar at cohesive implementation! New social banners and templates are all in Canva for her team to easily update and regularly publish.
5 | WEBSITE
Katie's design background, a detailed Brand Style Guide, and organized assets made it effortless to update her Squarespace website like a pro and launch new services.
“I love my new brand SO much! It feels natural and polished, and paints such an accurate picture of my business that new clients instantly started reaching out. It has really elevated my confidence and enabled me to put myself out there in a clearer way. No more excuses!
The organized brand assets made it EFFORTLESS to launch a new program and update my marketing materials. It was easy to “plug and play” without overthinking or reinventing. Now everything’s cohesive so I can focus on growing my business.
Michelle’s thoughtful process and creative skills were so reassuring as she patiently explained the strategy behind her decisions. I just want to tell everyone, “Trust your designer; she knows best.” It was exactly what I needed in every way!”
– Katie Wood, Coach
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