Clay Consulting is run by Jamie who is passionate about serving non-profits as well as other organizations to find ways to make impactful progress internally and in their communities. Clay took an approach of rejecting the cold, corporate, boring stigma around consulting and brings creative solutions which we wanted to reflect in their identity. We kicked off with a touch of strategy work and then build off of that into the visual identity.
Vision : To be a renowned leader teaching women all around the world to navigate life with confidence
Mission : I am committed to creating empowering content for everyday women teaching them to set boundaries and live true to themselves with confidence
Our audience persona was defined with Kim who is 30 years old, actively dating, and navigating through various struggles in life with relationships, time, work, etc. She's ready to find confidence and control in her life.
We defined Michelle's position unique in her specific focus on building confidence in women and specifically with boundaries. Her equally straightforward but friendly personality also gives her a unique advantage.
With this being a personal brand, we simply needed to harness Michelle's personality and make that what is encompassed in the brand. Our primary traits were defined as candid, empathetic, bold, and wise.
Our logo started with a clean wordmark with custom typography as pictured above. A person icon can be seen in the negative space of the 'A' giving a subtle flare to the element.
With the logo mark variation, we took the letters of Clay and converted them into abstract forms that reflect the structure of clay and assembled them into a unique, abstract mark.
Within the pattern and iconogrraphy, we kept the same personality consistent and tied in the style of the logos. We created an abstract, geometric pattern incorperating the shapes of the logo mark as well as icons that utilize a similar, minimal, blocky style.
