Heather Lillico
THE BRIEF
Heather Lillico has built a successful career around helping women combat their anxiety using natural methods. Heather and I first partnered together in 2023 to rebrand her DIY brand into something more professional. The goal was to design her brand identity to align with an app she was launching: Cultivating Calm. Over the three years that followed, her practice evolved and now it was time for her brand identity to evolve with it.
SCOPE OF WORK
Brand Identity Design
BEFORE
AFTER
THE STRATEGY
The Clarity that Comes with Time and Testing
In the last year, she became very aware that her audience and her mission had shifted ever so slightly. Heather has had a lot of success growing her business on social media through video content. And while she had created a separate brand and social account for her app, she found managing the two accounts demanded more of her time, despite largely earning new app subscribers via her personal brand. So this brand refresh would unify the two brands under one visual identity that better aligned with the audience she was now in service to.
DESIGN
When the Brand Personality No Longer Aligns
Her original brand was deeply rooted in cultivating feelings of calm—hence the app name, Cultivating Calm. When we designed her original brand, her colours and typefaces were deliberately soft, light, and personified gentleness. As her business evolved, she outgrew this brand personality. Her target audience was no longer striving for calm. They were pushing themselves to reach their full potential. What her brand identity needed to mirror back to her audience were feelings of strength and femininity.
DESIGN
Pivoting from Calm to Confident
We weren’t redesigning any logos, we just needed to refresh the brand personality. This brand refresh had one simple goal: alignment. We rigorously tested new brand colour palettes—retiring the primarily pastel palette—and introduced a heading typeface that felt more confident than calm. It was a simple but important shift to ensure her brand identity and her mission were in lockstep.
DESIGN
Testing for User Experience, Not Just Aesthetics
As we worked on the brand refresh, we tested everything within the app interface too. Not only did these colours need to work for her personal brand, they needed to create a solid user experience within the app.
Conveying the level of professionalism I needed to get high paying clients
Jenny was fantastic to work with! I was at the stage of my business where things were starting to grow but I was still using a logo I designed myself in Canva. I was having trouble connecting with my audience and sending the right message behind my business. A big fear I had with rebranding was that it would lose my personality. Jenny’s brand concept showed me how I could still maintain the fun and personality I wanted while conveying the level of professionalism I needed to get high paying clients. Jenny made the whole process easy and well-defined, very helpful for someone like myself who doesn’t like to let go of control. She worked hard to iterate the brand concepts until we had something that I loved and can’t wait to use! In the future when my brand needs a refresh I know where I’ll be turning.
Heather Lillico
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