embodying high-street style for a holistic nutritionist
an online business with gumption
Cordelia McFadyen is one of those rare business women who get it. Not only is she the maven of digestion, she reserves her wisdom for women who are serious about manifesting a well-lived life through mindset and nutrition. With her trademark no-nonsense approach (and a crystal or two her handbag, no question), Cordelia contacted me because she was ready to create a new, online business that serves women with gumption: Gutsy Goddess.
relaxed meets refined
Yawning at the pastel hues and geometric angles filling her Instagram feed, Cordelia knew she wanted a bolder brand, one that channeled the look of London’s high streets. Think Nikes with structured coats, equal parts relaxed and refined, masculine and feminine and emblazoned in racing-car green and ochre gold.
a stroke of g-enius
As I was hand-lettering G after G, I noticed just how similar my upper and lowercase Gs looked. And with that, I got to work on a refined double-G that could be read as uppercase or lowercase and used in the context of her logo or as a striking, standalone mark.
I’ve had the absolute pleasure of working with Jen for years. She’s guided me on numerous projects from brand development to marketing collateral, and the process is always seamless.