BRAND STRATEGY & IDENTITY DESIGN
Arantxa Isidoro specializes in creating soulful personal brands for women entrepreneurs. She has a written a beautiful book called "Marcas con alma" to help new entrepreneurs figure out what building a brand is all about.
I was approached by Arantxa to clearly define her messaging and to redesign the visual identity of her brand so that it would connect with her target audience. After being a few years in business she realized that her brand no longer aligned with the person she had become and the direction she was going. She then reached out to create a brand that was full of meaning, intention and emotion that would speak for her and through her.
Having such a peculiar and curious name we built the entire brand story and visuals around the concept of the letter "X". We found powerful symbolism and analogies that could be used to explain her unique approach to branding and her own personal story.
Identity: her name and her mother's both have an "X" in it
Intent: The final destination of a road on the map
Answer: Solve for an unknown (x) in an equation
Progression: crossing out everything you've done
To create the logo we focused on the pillars that sustain her business, to create a memorable image.
Intention + Courage + Sensitivity
Photography, graphic elements and patterns are a unique opportunity to channel a brand's essence into something that will take the identity to the next level. Through these applications, you can envision how the color, type, photography and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context. The patterns allow for exciting textures to create a cohesive look across printed pieces such as packaging, or digital items such as the website and email newsletters. The patterns can be used as an extra detail to make customers smile and show intentional attention to detail.
"From the moment I met her, I realized Belén was a really emotionally intelligent person, something with which I completely identify. But, above all, I was surprised by the enormous maturity and clarity she radiated despite her short career path at that time.
Before reaching out to her, I felt overwhelmed and indecisive. I needed a change, a new identity that would reflect my current context. Even though I offer this service to my clients, I was not able to shape my own Brand Identity.
I knew from the start that I wanted to work with Belén because I had absolute trust in the way she approached her services. Not only because I knew her a little in person but because I had seen other work she had done that I had fallen in love with. I was convinced that she could help and I was not wrong.
From the first meeting in which I explained what my needs were, I felt listened to and understood. I was finally able to let go of everything that was becoming a burden to me. I finished that first session happy because I gained clarity that allowed me to feel excited to imagine my new brand.
The work was profound. It made me reflect even more on important points of my company and very relevant concepts to be able to create the faithful visual representation that my business deserved.
I felt super integrated into the whole process. This was important to me because I wanted to leave in her hands the rebranding of my brand but I did not want to be disengaged from the process. I wanted to be very present, to fully live it and feel what was being born.
Belén strictly respected all the deadlines that we set. Despite the fact that my deadlines were pressing, she knew how to adapt perfectly to my time constraints.
Her proposal was spectacular at all levels. Impeccable in its presentation, exciting in its arguments, and brilliant in the design itself.
I fell in love with my brand thanks to the work she did.
Now I look at my visual identity and I see myself in it. I rely on it to communicate and share my brand.
I show my new personal Brand Identity proud because it is totally me and it empowers me in my business.
Thank you Belén!"