Brand Strategy & Identity Design | Website Design
The Client
Anne Morriss and Frances Frei are educators, researchers, entrepreneurs, and best-selling authors. They are among the world’s most influential thinkers, speakers, and advisors, specializing in how to fix, grow, and lead companies. This power couple is inspirational as they help others create fast and meaningful change in the world. And have both captivated audiences with viral TED Talks.
Project Overview
With a third book launching, a weekly podcast, their coaching program, and conducting consulting and advising worldwide, it was time to create a hub for everything Anne and Frances. We conducted brand strategy to explore how to best connect with their various audiences, created an identity that represents their work but is personal to the duo, and designed a custom website to showcase all their ventures.
Logo Creative Direction
Stemming from our brand strategy, we developed a word mark logo that feels human and approachable, yet professional. We incorporated the plus sign instead of the word “and” or an “&” to avoid overlap with other brands and create a more unique element within the word mark.
By using a word mark for the logo without a graphic or icon, the Anne + Frances brand can continue to grow with their new ventures and not be restricted but what they currently offer.
Brand Photography
A brand photoshoot was conducted to capture the collaborative work of Anne and Frances. We carefully crafted the shot list to feature their new book, the podcast, their individual work – such as Frances’s work as a Harvard Business School professor – and their leadership consulting work.
Photography by Studio Atticus.
Website Strategy and Design
The Anne + Frances website strategically showcases the various areas of their work as one of the first things the viewer sees. With multiple audiences that they connect and collaborate with, it was important to make sure anyone coming to the site is engaged with in the correct way from the start.
We utilized an FAQ and process overview to share how working with Anne and Frances is different from other leadership advisors and consultants, and to ensure that they attract those who will truly be the best fit as clients.
“In addition to creating great work, I loved how iterative and adaptive Bev’s process was, which reflects the reality of a c-produced, creative project like this. You sometimes have to "find" your way there, and Bev didn't fight that truth, in contrast with other designers I've worked with.”
— Anne Morriss