Brenda Terry Co.
THE BRIEF
Brenda is an NLP Master Coach and business mentor who became a client of mine back in 2019 when I was a freelancing graphic designer. Over the years I have acted as the creative director for the Brenda Terry Co brand and even developed her brand strategy back in 2023. But never had I formally designed her brand identity. We’d evolved elements of the brand, but there was nothing really anchoring her identity that kept her committed for long. So when she mentioned wanting to evolve her brand again, we decided this time we’d rethink the whole identity system.
SCOPE OF WORK
Brand Strategy
Brand Identity Design
Wireframe Design
THE CHALLENGE
Is There Ever Really a Good Time to Rebrand?
Brenda was in full swing developing a new signature program—one that she knew would be the leading revenue driver for her business—when I pitched the rebrand. There was no sense wasting all this time on a signature offer that would need to be rebranded in a few months time. I wanted to make this offer experience feel worthy to her clients from intake to implementation.
THE STRATEGY
Identifying the Problem We Needed to Solve
Brenda has built what is arguably the most robust library of business courses, mindset programs, and highly-praised resources. Having spent hundreds of hours designing creative for these programs over the years, I’ve seen firsthand how challenging it can be to keep course content feeling fresh enough for her audience to keep coming back. This was the problem I wanted her rebrand to solve. I set out to design a brand experience that would make learning feel engaging, dynamic, and worth returning to.
DESIGN
A Brand Identity System Designed to Seamlessly Evolve
The driving force behind my approach to her rebrand was to give her a brand identity that would have creative flexibility. Her brand experience requires a lot of content production and I didn’t want her or her audience to grow tired of it. So I designed a system that could evolve, expand, and engage with ease.
DESIGN
One Logo Just Wasn’t Enough
First and foremost, we needed to expand her logo suite. She’d been using the same typographic logo for years. It was fine. But it did little to leave an impression as far as a brand experience goes. I equipped her with a new, bolder, more versatile logo suite that could be infused throughout her brand in fun, memorable ways.
DESIGN
We Didn’t Entirely Start From Scratch
We decided to carry forward a few colours and fonts from her existing brand identity. This was in part, because they were still a strong representation of her personal brand. It was also strategic—to ensure her extensive catalogue of existing content didn’t become outdated overnight.
RESULTS
Perpetually Novel Yet Never Off-Brand
The solution for her brand identity was to approach it like a scrapbook of sorts. A collection of textures, images, and creative elements that would be perpetually novel without ever going off-brand. Collage-like cut-outs and hand-drawn elements helped bring levity and personality to the content she was producing.
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