PROJECT SCOPE
Brand Strategy, Brand Identity, Collateral & Website
Location - Melbourne, Australia
Grounded and Calm
Soft Elegance
Mature and Feminine
CLIENT OBJECTIVE
Create a brand that feels true to its name, graceful and quietly strong, designed to appeal to a more mature female audience.
The identity needed to hold a gentle energy without tipping into anything unsophisticated or overly bright, while still capturing the founder, Jules, who is deeply connected to the brand. It also needed to go beyond services, with enough depth to work for future product branding.
OUR CREATIVE DIRECTION
We built the ‘visual story’ around calmness and grounding, using a soft palette of salmon pinks, lighter greys, earthy stone tones and off-whites that create contrast without ever feeling stark. The hues were kept gentle and varied, so the brand feels soothing, elegant and considered rather than vibrant or loud.
Typography followed the same approach. We leaned into the familiar heritage of a serif-feel, then brought it into a modern context by introducing flow and roundness through subtle letter manipulation and joins.
That sense of movement carried into a distinctive C + G icon, created by joining the symmetrical forms into a single, connected mark. It has the presence of a monogram, but reads more like a quiet, atmospheric moment, smoke from an incense stick, air moving through a home, a visual expression of grace in motion. Set within an oval, it lands with a mature, more elegant audience, and gives the client an identity that feels timeless, feminine and ready to flourish in this season of their life.
KIND WORDS
They are thoughtful, intuitive, deeply invested, and genuinely care about the people and brands they support
I have never felt rushed or boxed in. Instead, I have felt listened to, understood, and guided with real clarity and care. Their creative eye, professionalism, and ability to translate ideas into something tangible is exceptional. Working with them feels like a true collaboration, not a transaction.
Teresa Brown
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