Felicity Kay

Sector
Content coaching
Year
2020
Kit
Brand Kit
Scope
Logo concepts, logo, color, typography, stationery, social post and story templates, course covers, brand guide
Felicity Kay business cards scattered on a blue ground, each with the line drawing of a woman and the Felicity KAY logo, beside a knotted rope toy

01 · The brief

Felicity Kay sells courses and challenges on content: how to write social media copy, blog posts, website copy and email marketing, and how to run a freelance writing business. Her logo calls her The Content Expert.

The business runs under her own name and face, and her dog, Bella, is in her photos.

The challenge

  1. Make a personal brand out of a name, a face and a dog.
  2. Feel energetic and friendly, and still sell a course.
  3. Work as a tiny round icon on social posts and course covers.

02 · Sketch

Drawn by hand first

Every Brand Kit starts here, on my iPad, before any vector work.

Two hand-drawn Felicity Kay sketch sheets: a page of doodles of a woman at a laptop with a dog and a lettered Felicity KAY The Content Expert; and a line portrait of a long-haired woman with a dog resting its head at her chin
Sketch
Felicity Kay logo: Felicity in a blue script over KAY in bold black capitals, beside a one-line drawing of a woman with red lips and a dog at her chin, above THE CONTENT EXPERT
Final logo

03 · Color & type

  • Bright Blue
    Hex
    #1797D5
    RGB
    23 151 213
    CMYK
    77 25 0 0
  • Red
    Hex
    #D21F31
    RGB
    210 31 49
    CMYK
    11 97 80 2
  • Charcoal
    Hex
    #262725
    RGB
    38 39 37
    CMYK
    74 64 62 73
  • Deep Teal
    Hex
    #246077
    RGB
    36 96 119
    CMYK
    85 48 36 22
  • Pale Blue-Grey
    Hex
    #D0E0E2
    RGB
    208 224 226
    CMYK
    22 6 12 0
  • Black
    Hex
    #13100D
    RGB
    19 16 13
    CMYK
    30 30 30 100

04 · Media Kit

05 · In use

Felicity Kay applied: a stationery set with a blue spiral notebook, a mug and a notebook reading Write Without Fear Edit Without Mercy, envelope, business cards and a pen; and white logo cards scattered on blue

06 · Handover

What they left with

  • Logo versions
  • Negatives
  • Color
  • Type
  • Stationery
  • Social posts
  • PDF
  • PNG
  • JPG
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