Mackenzie Caudill, an independent brand strategist, came to us seeking a visual identity that would reflect her thoughtful, strategic approach while remaining approachable. As a one-woman show, Mackenzie needed a brand system that not only conveyed her expertise but also resonated with her clients on a personal level.

Growing the Brand’s Personality Taking inspiration from botanicals, we leaned into themes of growth and evolution—both critical elements of Mackenzie’s work. Shadow play and natural textures formed the foundation for her brand photography, tying her strategy-driven process to organic, thoughtful development.

Bringing the Brand to Life We created a logo and set of supporting badges that balanced elegance with versatility, giving Mackenzie the tools to adapt her brand to any context. The color palette, a harmonious blend of soft neutrals and grounded earthy tones, echoes trust, creativity, and understated sophistication. Typography choices further reinforced this, with a modern serif and clean sans serif working in tandem to bring her messaging to life.

Thoughtful Solutions for a Growing Business To bring everything together, we designed a website that showcases Mackenzie’s expertise in brand strategy while giving her the flexibility to grow and evolve her online presence. Each element, from the business cards to digital assets, feels cohesive yet personal—just like the strategies Mackenzie builds for her clients.