Emily Brandt Website Relaunch
Emily is a poet and creative coach offering writing workshops and somatic coaching for writers and artists. Her practice is as heart-centered and embodied as it is academic and analytical. I developed a brand identity that feels both playful and mystical, while remaining clear, explanatory, and accessible.
Project Role: Developed brand identity, drew up site architecture, reorganized and categorized content, lead Squarespace integration.
Mystical, Analytic, Nurturing
We began developing her identity around three core attributes: Mystical, analytic, and nurturing. I created shapes to represent her two areas of expertise—a circle for creative coaching and angular forms for the three types of writing workshops. These shapes draw from the geometric, linear style of tarot cards, infusing the visuals with a witchy spirit.
Aesthetic Contrast
To balance the playful, mystical shapes, I chose classic typefaces like Crimson and Inter. The warm color palette adds a welcoming feel, reinforcing the inclusive spirit of the brand while staying in the background to let the frequently changing promotional flyers take center stage.
Brand Identity Based on Shape Kit
Emily runs frequently changing workshops and needs flyers for web and social media. With only casual photos available, I created a flexible design system based on the developed shape language. The kit allows her, as a non-designer, to easily create cohesive, on-brand materials on her own.
Conversion Optimization
Streamlined all registration forms and calls to action with analytics software to measure and optimize conversion.