Digital-First Brand Identity Development

Roles: Brand & Creative Designer

Tools: After Effects, Illustrator, Photoshop, Figma, Notion

Industries: News and Media

Live website: https://www.youtube.com/@BusinessWithMadison

Working with Madison was a delight and a privilege to be part of her journey as she took her news and media brand independent. The brief called for a subtle transition—one that reflected her values and allowed her own style to come through.

The goal was to create a digital-first brand identity that aligned with Madison’s values while giving her the tools to confidently manage and produce content independently. The identity needed to feel simple and refined, yet flexible enough to scale across platforms and formats.

A modular, digital-first brand system was designed to support Madison’s content-led workflow. The solution focused on clarity, ease of use, and consistency across touchpoints, while allowing room for expression.

Logo suite with primary, secondary, and icon marks

Digital brand guidelines for consistent application

Social and YouTube thumbnail templates

Social media post templates

Animated brand stings

Templated .mogrt lower thirds for video content

At the core of the identity is a simple brand mark that comes to life through motion. A coin-like form flips and spins across screens, extending naturally into thumbnails and supporting assets that help frame content consistently.

The result is a flexible brand system that gives Madison clarity, control, and confidence as her business continues to grow. It’s been exciting to contribute a small part to another Kiwi success story.