Luce Carter
Brand identity system for an online content creator to communicate a fun and uplifting personality while still remaining professional.
CLIENT BACKGROUND
Luce Carter is an online media content creator and personality in the blogging, YouTube, and public speaking space. Luce covers topics that focus on tech and productivity, while also educating and sharing her personal experiences managing ADHD.
PROJECT GOALS
Create a consistent, professional brand identity system to represent Luce’s fun and geeky personality.
Create an identity that will facilitate a welcoming, encouraging, and informative space for her viewers and followers
Develop patterns or other branded assets for Luce to implement across various forms of media.
SERVICES PROVIDED
Brand Consultation
Identity Design
Brand Guidelines
Ongoing Support
DELIVERABLES
Logo System
Brand Usage Guidelines
Custom Textures
Logo System
At the start, Luce struggled to develop a clear brand identity. We worked together to clarify her brand messaging, focusing on what she is communicating, who she is communicating to, and why she does what she does. From there, we created four central brand values Luce felt were essential to her messaging. It was important for her brand to be Welcoming, Confident, Optimistic, and Humble. Luce would often use terms similar to “Spread a bit of sunshine.” These values guided us as we explored options for the visual identity system.
THE WORDMARK & MONOGRAM
The Wordmark and Monogram are both manually rendered. The concept was that the L offered support for the rest of the letters while also hinting at a smile. This connected to the idea of supporting other developers while being uplifting and encouraging. We added more weight to the letterforms as well to imply a stronger, confident, structured form.
Typography & Colors
The typeface chosen for the Luce Carter brand identity was Soleil. Soleil is a geometric typeface with optical adjustments giving it a subtle personality. It was essential to select something that didn’t feel sterile or stiff as it needed to complement the other elements of the identity. A common theme while exploring visual inspiration for the identity is linked to the idea of a sun, having a sunny disposition, or radiating happiness. Soleil translates to sun in French, so it works well on a few levels.
The color palette is split into primary brand colors (orange and navy)and secondary accent colors (deep orange and sunny yellow) followed by tints and shades. The logos are only used in the primary brand colors, black, or white, to ensure consistent usage. The secondary colors are used for other marketing needs such as background colors, illustrations, etc.
Custom Textures
To push the humble, more genuine qualities of Luce’s brand personality — we created grainy textured backgrounds for all of the brand colors. Adding this texture allows Luce to go beyond the flat colors and add more dimension across all branded materials. Providing these files in both CMYK and RBG allowed Luce to use these textures when appropriate.
Brand Maintenance
BRAND GUIDELINES
To ensure Luce Carter is able to maintain the brand identity long-term, brand guidelines were provided. The brand guidelines included messaging, logo usage, logo file information, all color information, typography, type styles, and other instructions for using other branded assets. This will be built upon as other materials such as presentation templates are created in the future.
"Working with Christina and Michael was amazing. From our initial call to our update meetings throughout, they made me feel included and really nailed my brand and concepts in a way I hadn’t even considered but really worked. I have an amazing brand and style I can use for years to come, and am already planning ways to collaborate again to expand my brand."
– Luce Carter | Online Creator