Elle already had a strong, clean foundation so this project wasn't a total over hall, rather an expansion. Our goal was to build onto what was already working while pulling in pieces that made the brand feel really authentic to her true core self.

As a Gemini, Elle is dual by nature. On one side, she is nurturing, intuitive, protective. But also fiery, blunt, loyal, and unapologetic. So it made sense that her brand needed to hold space for both.

We landed on a bold, slightly sassy country feel — feminine, powerful, and a little messy in the best way. The expressive script logo was intentional. It feels handwritten and alive, not overly polished. It mirrors her personality which can be described as heart-led with FIRE.

Elle also creates a lot of content. She teaches complex, abstract ideas. So the system had to support that.

Beyond the visual identity, I built her tools she could use while building out her materials. We created a custom doodle library she can mix and match across social, courses, and educational materials. The goal was flexibility and independence — giving her a visual language she can use without needing a designer every time she launches something new.

Her color palette was designed with range in mind. We wanted the soft blues and pinks to be used for nurturing conversations and the bold red when she’s speaking about power, desire, or transformation.