Anne Frerichs Consulting
Background
Anne Frerichs Consulting is a new private practice that provides personal and career guidance.
Year
2025
Deliverables
Brand Logos, Brand Colors
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The Challenge
Anne wanted a butterfly logo that felt professional, personal, and feminine. Her target demographic will initially be 35 to 50-year-old professional women going through major life transitions, but she hopes to expand into in-house consulting work for companies.
The Solution
In developing the brand kit, we went through multiple rough ideation phases as we narrowed in on the final logo. Some early logos ideas felt too contained, too stiff (she opted for a butterfly in flight in the end), or too angular and aggressive. The first color palette reminded Anne of the University of Michigan, and since she's located in the Midwest, her clients were likely to feel the same. After a few rounds, however, we landed on the final set of logo applications and colors.
