Case Study: Kaytura Felix
Background
As demand for her coaching and speaking grew, Johns Hopkins scholar Kaytura Felix needed a distinct brand identity that could represent her values and support the next stage of her work.
Approach
To create a versatile, forward-looking brand, we guided Kaytura through a series of questions to uncover her values, preferred styles, and brands that resonated with her.
Process
Discovery: We asked questions to uncover her values, style preferences, and the brands she admired.
Audience Insight: We explored who her clients were and how they would want to engage with her brand.
Mood boards & Language: We created mood boards and language options to test visual and tonal directions and ensure alignment with her vision.
Approaches
We took our insights and presented two distinct approaches, each including a logo, icon, and patterns that could be applied across online and print materials.
The Results
Visual Identity: We created a vibrant colour palette and design system that allows Kaytura’s name to stand out as the core of her brand.
Messaging & Positioning: The brand reflects her bold, playful, and professional personality, while conveying her ability to connect deeply with clients.
Scalability & Application: The brand can be applied across both online and print platforms, supported by comprehensive brand guidelines.
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