The Brand Edit
Deonna came to me under the name Co Hause Media. She initially provided short-form content services to service-based businesses, while also beginning to create spaces for Black women founders after noticing a gap in her region. As she approached a new decade of life, she felt out of touch with her offerings. During The Brand Edit, we knew it was time for a name change, and cultivating resources for Black women founders became her front facing offer.
Creative Research
Although we were still working on a name, we landed on a bold, confident, and feminine visual framework I titled A New Thing. It sharply contrasted the original branding and represented Deonna’s new Black woman founder era, along with the bold editorial style she desired to embody.
Visual Refinement
I envisioned a bold “N” for some time. After rearranging Deonna’s name, we landed on NEODĀ Collective. “Neo” means new in Greek, and “dā” retains her name's phonics. I combined rounded shapes with tight corners to balance femininity, strategy, creativity, and structure. The accented, sans serif “D” reflects her desire to show up confidently as she steps into her 'new day'. Finally, the connection between the 'E' and 'collective' emphasizes her passion for community.
Collateral Development
After hearing Deonna’s vision for her pilot virtual summit, I suggested a curated conference bundle for her launch. I coined the summit's name Founder’s by the Fire to play up the red and orange tones and emphasize community. To date, she's secured her keynote speaker and panelists!
Virtual Summit Backgrounds
