Emelie reached out to us because she had outgrown her previous business as a Sales & Copy Coach. After owning 11 different businesses, she realized she was shrinking herself down to fit into this ‘typical’ box that tHe InDuStRy tries to shove everyone into. She was hiding behind her previous brand name, and while her business was thriving, she knew it was time to go all in on herself and ditch the ‘service based brand’.

Emelie booked in for The Roadtrip, where we created a full logo suite, custom illustrations, borders and backgrounds and a colour palette for her Personal Brand.

Pulling on the version of her when she was in 5th grade, we wanted a brand identity that leaned into this anti-design aesthetic. We intentionally created visual tension to highlight the audacity that Emelie has had with building 11 successful businesses before she’s turned 30.

It’s to position her as the leader that she is and not just the face of another brand. To repel the folks who couldn’t care less about doing the necessary work to build a business, and would rather look for the handouts instead.

We see the knowledge she holds in the main logo typeface, the nostalgia & history in her illustrations, the grit & not-the-norm-bs from our colour palette.