Carefree Celebrations

THE BRIEF

A former event planner by trade, Christy had gained a huge following on social media for her party planning tips that prioritized connection over perfection. She found so much joy teaching others how to plan parties without stress that she was eager to launch a course library that would do just that.

Like many solopreneurs, she’d been DIYing everything—and it showed. After a few attempts at developing her online course but never seeing it through, she realized this pursuit deserved more than DIY. She knew investing in a professional brand identity and website would give her the visual foundation to *finally* create a cohesive course library and equip her with brand assets that would earn attention, boost her credibility, and ultimately sell her offers.

SCOPE OF WORK

Brand Identity Design

Website Design

Freebie Design

THE CHALLENGE

Taking a Calculated Risk to Become Something Entirely New

Google “party coach” and you’ll get results for party busses. What Christy was building, didn’t yet exist in the mainstream. She was building a party coaching business. She wasn’t planning parties for people anymore, what she was teaching them the skills to plan parties in a way they would enjoy. She had reservations about using the term "party coaching" for fear that people wouldn’t understand what it meant. But what she didn’t yet realize was that she had done what so many businesses are desperate to do—she had found a completely untapped market to claim as her own. Introducing party coaching to her audience would be her best strategy for distinction.

THE STRATEGY

How to Be Distinct Instead of Cliché

In designing the logo suite for Carefree Celebration, I didn't want the logo icon to be cliché. What I did want was a logo that would become a signature motif, building instant recognition for the brand. This led me to the flamingo as the flagship icon for the brand. The flamingo is a lesser known but familiar symbol of celebrations with a fun personality. Simply put, the silhouette of the two flamingos is designed to communicate the relationships that inspire every celebration.

THE STRATEGY

Embracing Imperfection as a Visual Communication Strategy

For an audience that’s expected to deliver Pinterest perfection, Carefree Celebration was all about connection over perfection. This was the brand’s core message and it inspired the entire creative direction for the visual identity.

We embraced wobbly lines and imperfections by using a hand-drawn design style. This approach was strategic to grant her target audience permission to unsubscribe to the pressures of perfection with regards to party planning. The heart of this brand was about joyful moments and so we wanted the brand identity to reflect that.

DESIGN

Translating Party Energy Into a Cohesive Visual Language

For a party coach, it was important that the brand felt like a party feels. No two parties are alike and I wanted the brand experience to honour the creative versatility of party planning. To achieve this, I designed a large collection of illustrative graphics, decorative elements, and social media templates that would capture the fun, joyful feelings we associate with celebrations of all kinds. With so many creative brand assets, her brand would always feel fresh and fun but maintain a cohesiveness that her audience would appreciate.

THE RESULTS

Communicating Without Using Words

Christy said she learned that “branding communicates with your audience in a subtle way and the little details matter. I love the drawings that you made me because they really feel like they are communicating a message without using words.” Before hiring me, she admitted she’d been concerned about the investment and that the brand would be hard to use. But her investment proved worth it: “I’m in love. It’s perfect and so easy to use. I feel like I am official and it’s just great to feel like I am communicating with my audience in a meaningful way.”

Working with Jenny has been one of the smartest investments I've made for my business

Working with Jenny has been one of the smartest investments I’ve made for my business. From the start, she made the entire process so easy and seamless. Jenny truly got my brand—she took the time to understand my vision and brought it to life in a way that exceeded my expectations. I had a general idea of what I wanted my brand to communicate, and she ran with it, creating something I’m incredibly proud of.

Her attention to detail is unmatched. Jenny didn’t just stop at the big picture—she focused on the little things that make a brand stand out. She even created custom backgrounds and illustrations that give my brand a unique, polished edge that I know will last for years to come.

Her client portal was a game-changer! It made it so easy to track progress, provide feedback, and see my brand evolve in real time. After Jenny nailed my branding, I couldn’t wait to work with her on my website and other marketing materials. Everything she’s created for me is not only stunning but also gives me the confidence that I’m putting my best foot forward.

Jenny goes above and beyond for her clients. I once needed a promotional flyer on short notice, and she delivered it in less than 24 hours—talk about dedication! Thanks to her, I feel fully equipped with a brand that stands out today and will continue to shine in the future. I’m thrilled to have her as my go-to consultant and can’t wait to collaborate with her again!