Isimemen

We began by establishing the brand strategy and positioning that informed our visual identity. Isimemen Consulting primarily focuses on empowering women of color and sits within a higher price point, so instead of designing for mass appeal, we developed an elite and feminine aesthetic inspired by Isimemen’s effervescent personality. Isimemen is passionate yet professional; she’s your bubbly and encouraging big sister, your friend, your coach, and the person who pushes you to be your greatest.

We wanted the color palette to be a reflection of her, so we leveraged vibrant tones to make the brand feel exciting and inspirational while maintaining elegance and professionalism. The light, bright blue paired beautifully with a striking red and neutral cream, while white and black accents added functionality. We used impassioned and provoking messaging as a rallying cry to hardworking women looking for change and transformation.

We chose a display typeface that blended naturally with our photography and lent itself to many creative executions while remaining legible, feminine, and elegant with sleek and edgy details. We felt the name “Isimemen” was so distinct, powerful, and luxurious that we allowed it to speak for itself by setting it in all-caps. Out of the logotype, we pulled the nickname “Isi” and used it as a flexible graphic pattern execution in the photo campaign.

For the photography, we ventured into nature to tell the brand’s inspiring visual story using sand, natural sunlight, desert landscapes, and light blue skies.

The photography needed to feel powerful and scroll-stopping yet modern and beautiful, so we leveraged a documentary style of varying crops that we shot both in-studio and outside. The mountainous scenery perfectly represented the journey to self-hood, embodying the process of finding purpose and overcoming the traumas and trials that life brings.