JENNIFER CALDER:
Financial therapy & Coaching brand identity & Website
WEBSITE DESIGN | BRANDING | FULL-STACK | CLIENT WORK
Jennifer approached me looking for a full refresh of everything “Jennifer Calder LLC,” her Vermont based financial therapy & coaching business that she built from scratch to help individuals, couples, and therapists have a confident and healthy relationship with money.
VISUAL IDENTITY:
Jennifer needed a full brand identity, built completely from scratch. Working closely in our initial meetings we pin pointed guiding words like:
Growth
Warmth
Local/Vermont
Textured
Human
This vision set me up to design a scalable logo suite that included a word mark, icon, and supporting textures
Add in a color palette inspired by winter sunsets and autumn foliage in Vermont and the brand really starts to come together.
“Playfair Display” and “Lato” landed as our choice for font based on the lighthearted professionalism they hold as well as their versatility and accessibility across platforms and media types. (An essential feature for a therapist using multiple platforms and holding a consistent brand).
The Website:
This brand was now in dire need of a scaleable website that I could hand off to Jennifer (a therapist, not a designer) to maintain and continue to evolve on her own as a solo business owner.
I built jennifercalder.com in Squarespace while keeping the scalability, user base, purpose, and maintainer (Jennifer) in mind.
