The Role
Creative Director/ Strategy
The Problem
Entrepreneur and Founder Tanisha Christie wanted to start her own psychotherapeutic group practice. She needed a name for her company, she needed to understand who her audience is and she needed brand identity done for her business.
The Solution
I came on as Creative Director/Strategist and took the founder and stakeholders through the brand strategy process. Help the company define the customers, , find a name for the company, and do a competitive audit. Secondly, I hired 2 designers to develop brand identity assets such as a logo, supporting graphic elements, social assets and merch.
Impact
We came up with a user persona for the primary audience, to facilitate better customer acquisition. We came up with a unique name that captures the essence of the brand. We created a logo and other brand identity elements that position The Liberated Us as human-centered, with a personal touch and professionalism.
We identified the main brand adjectives, brand values, and the brand voice they want projected in the world.
We went through naming exercises to find a name that represents the essence of the brand.
We also made considerations for what name could play well in SEO.
I had everyone on the team research creative references to help me come up with a visual aesthetic. This helped create buy-in from all stakeholders on the team for the creative direction.
I conducted user profile exercises to understand the core users of The Liberated Us. The solutions we came up with for target users informed the logo ideas my partner designer and I came up with.
I designed a styleguide which served as creative direction for all other design deliverables.
Brand Identity Design
