Kel wanted a fresh new, more sophisticated image whilst retaining her relatable and down-to-earth aura. Instead of just looking at a new logo and brand identity we took Kel through a brand strategy and messaging exercise. Due to budget constraints, we provided a strategy workbook for her to go over step by step with our guidance. This covered and helped to clarify her target audience and what she wanted to offer, and how. We arrived at her purpose, what she stood for; the idea of Spend Mindfully, Live on Life.
The next stage was to explore the brand identity with the ultimate aim of giving her a flexible and useful toolkit of brand assets and examples she can use on social media and on her new website, which we also helped to create.
We recommended getting some personal brand photography taken which she did locally. This gave us something to work around and enhance. The brand idea we wanted to convey was about a blend of personal but practical advice based on mindful and mathematical spending. So, we created the idea of ‘life formulas’ utilising the mathematical characters + / x = with imagery and shapes to create visual messages. We created a simple and bold logo, with the m’s aligning nicely. It can be used freely in different colours and placements. It was purposely made to contrast with the elegance of the serif brand font ‘Taviraj’.
Finally, we applied the branding to some example assets and provided high-level brand guidelines for Kel to be able to reference as she started to own the brand. In terms of the website, we used an off-the-shelf WordPress theme and adapted it for Mrs Smart Money.
What they said…
Rajen, at Are & Be, helped me to revamp my website and develop my brand identity and messaging. I cannot recommend him enough. My eyes were opened to a whole world of the creative process. He listened carefully and translated my passion and values into a new look and feel in such a well thought out way. Lifting it in ways that would never have occurred otherwise. He is knowledgeable, professional and pays attention to the details.
We believe everyone should have access to branding expertise that can elevate their business. It doesn’t have to be complicated or expensive, you just have to find your place in the world and own it. That’s what we helped Mrs Smart Money do.
