LOGO DESIGN CASE STUDY:
Charlotte Horsey is a well-travelled, deeply experienced businessperson, who had recently qualified as a professional life transition coach.
Prior to launching her practice, Charlotte approached me to help with her branding and website. The business was simply called 'Charlotte Horsey Coaching'.
She was frank in explaining that she didn't have any clear ideas for the design and proposed something that simply involved her initials.
Well, that didn't resonate with us…
So, since I loved her business concept and got along really well with her, I agreed to guide her through a deep-dive into her business, personality etc. and from there define the right design direction for the branding.
I met with Charlotte and talked her through my branding questionnaire to gain insights into the meaning of her business to her and the perception she was looking to convey to her clients.
We worked together to develop a range of inputs for the design brief, including word-mapping, image references, and goals.
We explored both the business and the personality behind it before narrowing down a small group of keywords from which we started to develop the design concept…
I thought, considered, pondered, reviewed and chewed over all aspects of the design keywords…
I researched and researched and researched and then… BAM!
Inspiration slapped me in the face as I discovered that a Crow is:
“a symbol of balance, change, and transformation. Seeing a crow can remind us that change is part of life and that we have the strength to adapt and grow through changes.”
“The crow’s presence across different mythologies as a guide and messenger further underscores its connection with higher intelligence and awareness."
Who knew?!
Well, I enjoyed discovering these facts nearly as much as Charlotte loved the idea.
I presented the concept, highlighting the the meaning behind the symbol, as well as its uniqueness in a sea of generic initials-based logo - a real talking point which would help cement her business in the minds of existing and future clients.
So, I set to work, refining the crow design to represent Charlotte's life transition coaching business and
