Professional brands in the design industry tend to strike tones that are philosophical, strongly opinionated, and/or extremely online. Lots of strong Swiss Modernist vibes. And that can be cool! But that’s not Heather.

That was our central task: to faithfully bring her uniqueness to life in design and language. Side note: You might think designing a brand for a designer would be a tricky task, but Heather’s openness, clear vision, and warm and insightful feedback made it a joy from start to finish.

We began, as we always do, by setting a collective vision. With a workshop and a deep interview with Heather, we developed creative principles to serve as our guiding lights.

We developed a range of visual approaches, ultimately landing on a type-forward identity with a warm palette and enough flexibility to support photography, work samples, and longer form writing.

We also developed a messaging framework that illustrated how Heather’s values inform her beliefs, her beliefs inform her approach, and her approach delivers specific outcomes. With this foundational document, writing copy for her site (or anything else!) will always be a breeze.