Finding My Story
BRANDING CONTENT CAMPAIGN
Creative Direction Art Direction Production Design Copy
ABOUT THE ASK
Build and implement a brand identity for Kate Lawler Creative, producing content for launch and populating channels.
KATE’S TLDR
Having been in-house for the majority of my career, I was ready for the kind of creative growth that only comes from going indy. Marketing Kate Lawler Creative abstractly made sense but—as many creatives can relate—when it comes time to point the key light on yourself, the challenge becomes dodging mine fields of self-doubt. Kate Lawler Creative was my opportunity to craft a personal brand that embraced the discomfort, to actualize the authenticity that comes with being vulnerable.
DELIVERABLES
Branding
Web Build
Content Production
Business materials
OBJECTIVES
Convey my unique creative point of view
Underscore it is a woman-owned business
Highlight the collaborative nature of the business
Use direct messaging
Support with warm and welcoming tone
Showcase the boutique experience we offer
PHASE ONE
Branding.
THE PATH
Though my business didn’t need a complete set of brand guidelines to begin, it was important for me to find my guardrails before I could create any material or channels to market by business. This exercise would help stretch my branding muscles again—but more importantly, would empower me to find my unique point of view again.
THE SOLVE
I took inspiration from my maximalist aesthetic, and how it expresses my love of storytelling. Every element I add to my aesthetic life—be it paint, wallpaper, artwork or otherwise—has a story. A rationale, or a connection. This was my angle.
I focused on rich color palettes, textural photography, direct type styles, and a graphic system that could flex over time. Brand voice evolved to reflect my own journalism background, but with a bit more warmth; meaning, say it loud, say it quick and say it with heart.
PHASE TWO
Website build.
THE PATH
Word to the wise—never wait seven years to update your portfolio or personal website. There was a ton of material to sift through before I could begin crafting content. I would need to find a way to make an easy to-use, ready-made template work to save time and cost. But could I live with a *gasp* ready-made template?
THE SOLVE
Yeah, no. I couldn’t live with ready-made. I found a template that would be the most representative, and connected with my network to find a developer who could customize as needed, while I created the content that would populate the site. Of course, as a creative, there are always elements to change as you work within the CMS and UI systems. But, we achieved what we set out to craft—a product that moved efficiently for the owner and the audience.
PHASE THREE
Production.
THE PATH
Throughout the formation of branding and building the site, I was in pre-production, planning a shoot to capture all the assets I would need for launch, with one of my favorite photographer colleagues. I’d need headshots, textural elements and lifestyle shots to make the brand experience more cohesive. Moreover, these assets would need to work hard, tell multiple stories and be diverse enough to bolster new content.
THE SOLVE
The solve came when I scouted the location. The Guild House hotel was home to 1882’s New Century guild; one of the first groups in the US to support working women—for women and by women. The building had been converted into an upscale boutique hotel in Center City, Philadelphia and now boasted all the rich texture and vintage appeal I was seeking.
By positioning this project as more than launch photos, but a storytelling experience, the assets become worth their weight to create. They are 1) providing cohesion 2) performing a function and 3) becoming relevant content.
