Hello Daydream: Brand Strategy & Identity

Kara approached me to create a brand identity for her new business, to build a community for women that would support and inspire each other to achieve their personal and professional dreams. When she first contacted me there was no name, no strategy, just an idea. So our first task was brand strategy to identify her target audience, the goals of the business and tease out her values and what she wanted the brand to represent. This allowed us to shape a decisive brand identity and generate brand names that would meet those goals and resonate with her audience of professional women with unrealised dreams, searching for motivation and community.

The logotype uses a romantic serif typeface with flourishes that emphasize the dreamlike quality we wanted to achieve with the brand. The mark is a sun and moon side-by-side, the day and the dream. The tab surrounding the sun and moon implies the shape of a digital switch on an interface, referencing how the brand gives its community the power to make a change and achieve their dreams. The result is a brand that encourages you to step into a new world where your dreams can come to life.