Willow Star
Brand and Website Design
Willow is a Stage 4 Cancer Thriver and Coach. Together, we launched her new brand and website, and raised over $4000 during an online fundraiser. I created and maintained design systems, templates, and workflows to support her scalability and autonomy.
GOALS
01
Established brand strategy, architecture, and a style guide that captures the essence of Willow Star and her powerful cancer coaching services.
02
Conceptualize and implement campaigns, landing pages, emails, marketing automation, and social media content. Design and develop a responsive, mobile-optimized website with newsletter, online donation form, and blog.
TONE
Adventurous
Intimate
Inspiring
Edgy
Vulnerable
LOGO
Custom Font
Heirloom Font
Primary font that offers the foundation for the lettering. The core of the font is great, but the ends of the letters are dull and lack direction. So, the ends of the letters will be adjusted to reflect the flowing, soft nature of the Galgony font. The “a” and “o” are relatively untouched, while the “s” is replaced fully by a custom creation.
Galgony Font
The overall font is too sharp and lacks personality and softness. But, the end of the letters offer a lot of movement and flow. So, I used the curvature of this font to enhance the logo. These curves all flow in the same direction which gives uniformity and a sense of forward direction.
The blend of the two fonts captures the organic, welcoming, soft font of Heirloom and the uniformity and flow of Galgony. This captures Willow's overall style and coaching practice. She's a gentle, loving Guide who goes with the flow of life and helps people along the way.
Personalized
Pattern
Logo Package
