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Darby Lyndon is a talented brand strategist known for helping service-based businesses create brands that are strategically positioned for growth. With years of experience working with some of Australia’s top brands, Darby is passionate about making businesses look, sound, and feel as amazing as they are behind the scenes. Her mission is to help small business owners break through the noise and connect with their ideal clients, building brands that are recognised, respected and ready for expansion.

Project Details

Chosen Packages:
Brand Discovery & Research, Visual Brand Identity Refresh

Deliverables:
Visual Brand Identity, Colour Palette & Typography, Business Card, Visual Brand Guidelines, Brand Guidelines Sheet.

The Client

Darby wanted to:

Refresh her personal brand to reflect her authentic self – combining a laid-back, summery feel with a modern, sporty edge.
Update her branding to feel both professional and approachable, resonating with health-oriented entrepreneurs who value freedom, growth and well-being.
Develop a cohesive visual identity that could connect with her target audience while feeling authentic to her own personality and brand values.

The Goal

Darby’s personal brand, while functional, wasn’t fully reflecting her true essence. She felt that her visual identity needed a refresh to more effectively capture her laid-back yet sporty personality and connect more with her ideal clients. While she liked her brand’s visual direction, it needed to evolve to represent a fresh, modern aesthetic that reflected her dynamic approach to brand strategy.

The struggle

The Brief

Darby Lyndon's Moodboard

Vibrant
Playful
Modern
Approachable
Empowering

To bring Darby’s vision to life, I guided her through a structured brand identity development process:

Brand Discovery: We began by reviewing Darby’s feedback and understanding the vision she had for her personal brand. Darby’s Pinterest board and ideas around a laid-back, sporty vibe informed the direction of the refresh.
Refining the Existing Logo: We retained the original logo, focusing on adding personality with subtle adjustments like colourful drop shadows to add depth and vibrancy. This maintained the brand’s identity while giving it a fresh, modern twist.
Colour Palette and Font Selection: A mix of bold and pastel colours was selected to reflect Darby’s fun and approachable style. The font selection – a combination of Glamour Absolute (for boldness and playfulness) and Poppins (for a modern and clean look) – struck the perfect balance between playful and professional.

Process & Strategy

The Process and Outcome

Visual Enhancements: Secondary graphics were developed to add consistency across various touchpoints. Mockups helped illustrate how the refreshed brand would look in real-world applications, from website designs to social media and business cards.
Brand Consistency Guide: A comprehensive brand guideline was provided, ensuring Darby could apply her refreshed brand identity consistently across all marketing materials and touchpoints.

outcome & impact

The refresh successfully captured Darby’s vibrant personality and professional expertise, creating a fresh, approachable and polished identity. With modern fonts, a carefully selected colour palette and playful graphics, her brand now resonates deeply with her audience. The brand guidelines ensure consistency across all touchpoints, allowing Darby to confidently maintain a cohesive and standout presence in her industry.

Testimonial

I liked my visual brand, but it needed a little refresh to better reflect my personal brand and connect more with my ideal clients. I had a vision in my head but wasn’t sure how to bring it to life with the design elements. Amanda just got it—she understood exactly what I was going for and turned it around so quickly! The whole process was smooth and effortless, and I’m really excited with the end result. I can’t wait to see it all come together!