Project
Sarah Eadie is an independent product marketing consultant. Through close collaboration, I developed Sarah’s vision into a stand out brand identity and equipped them with templates and instructions to build upon that foundation idependently. Their content is now instantly recognizable and positions them as a premium expert in their field.
My Role
Brand Identity, Canva brand kit and marketing templates, Google Slides custom theme, AI image generation guidelines and instructions
Year
2024
Industry
Product Marketing Consultant, Personal Brand
“Noël recently created the visual brand identity for my business, Sarah Eadie Consulting. As a businessman who's also a business, man, it's important to me that my visual brand identity reflects my personality.
Noël understood this completely. She was able to capture my ~ vibe in a way that was personal while still being professional and aligned with my goals.
If you want brand identity, Noël can do it. And if you want to truly infuse your brand identity with your personal aesthetic and energy, Noël is the ONLY person I'd trust to do it.”
– Sarah Eadie
After our strategy meeting, I prepared the moodboard to set the visual direction for our project. I like to dig in deep with my moodboards and include notes and examples rather than pure imagery. We met for our second video call to discuss the moodboard direction. It’s important to me to reach a clear mutual understanding of the creative direction of a project before any design work begins so my clients feel confident and excited about the outcome.
Sarah approaches their work with a human-centered leadership philosophy - placing an emphasis on not just the work, but an honest and collaborative approach. Their brand needed to communicate a juxtaposition of sophistication that aligned with their target audience (Enterprise B2B SAAS companies) and a human, DIY sensibility.
The wordmark was crafted using Autopia, an open source experimental typeface that evokes a handcrafted aesthetic while maintaining professional refinement.
I adjusted the letterforms and kerning to create a wordmark that feels both polished and personal. The letterforms' unique characteristics — their fluid strokes and subtle irregularities — provide an authentic human touch that aligns with Sarah's collaborative, personalized approach to consulting.
I spent a long time researching and exploring typefaces to find a serif that felt worthy of representing Sarah. Saigon immediately stood out, comprised of everything I was looking for: a refined serif authority, with an elegant and modern edge. Space Mono balances it with a contemporary and minimalist vibe - perfect for Sarah's work bridging traditional marketing with modern SAAS businesses.
I also strategically selected Roboto Serif as a Google-friendly alternative, ensuring the brand remains consistent across Sarah's daily tools and client deliverables that only allow for Google Fonts.
I included plenty of useage examples within the brand guidelines document, showing how each element combines to create a cohesive brand throughout multiple touch points.
In the research phase, I always take my time to deeply familiarize myself with my client’s existing branding in order to seek out any elements that can be utilized in a new identity. Sarah had a great collection of short videos filmed with an abstract painting in the background. I chose a palette of soft and muted tones to complement the painting used throughout the video content, adding a subtle layer of consistency.
The iconography system draws from carefully curated Creative Commons photographs, desaturated and treated with halftone effects to create a cohesive, analog-inspired visual language. The selected images weave together Sarah's world of tech-savvy business and human connection. This intentionally lo-fi, print-inspired treatment adds a layer of tactile warmth to the brand.
Sarah requested guidelines for generating AI images for use in their content. I developed a system of prompt templates and style 'ingredients' that result in a consistent way to generate interesting, on-brand images in Midjourney. The guide includes specific prompting language, visual parameters, and instructions on advanced Midjourney operations. At only three pages, it includes just enough information to get started generating this specific style.
Raw AI images rarely meet my standards, so post production is an important part of the process. I included step-by-step instructions for achieving Photoshop-like results using Canva’s simplified tools to empower Sarah to develop and refine these images without advanced design skills.
Have a brand that needs this level of strategy and attention? Ready to enter your villain era? Let's chat →