JEN PESTIKAS / HOW WINNING IS DONE
When Jen Pestikas first came to me, she was looking for a brand for her online life coaching business. She wanted a brand identity that would truly reflect who she is and the services she offers.
The mission of How Winning is Done is to help professional women discover their personal super powers so they can win in all areas of their lives. As a recovering perfectionist herself, Jen wants to help high-achieving women confront the facades they present to the world, so they can be more compassionate with themselves and fully embrace life, imperfections and all. Jen's brand values include compassion, imperfection, truth, joy, surrender and leadership.
Prior to coming to me, Jen had been color typed and came out clearly a black with a pop of color. She also loves fuchsia and magenta, so it made sense to include a bright pink in her branding. I adapted the black, however, to a dark charcoal grey to soften it a bit.
MOOD BOARD & BRAND BOARD
The mood board I developed is colorful, inspiring and energetic with an emphasis on imperfect shapes and strong typography.
In the end, we didn't use the patterns I developed for Jen, so I removed them from the brand board and replaced them with the skewed shape I in her blog header and in her social media profiles. Her Brand Board includes the alternate logo I created for more vertical spaces as well as the submark we used in places like the footer of her website and in her social sharing logo.