Branding Case Study: Jen Briggs
CURATING REAL, APPROACHABLE, HUMAN IMAGERY WAS OUR KEY BRANDING GOAL.
The Work:
Branding
Web design
Print + web collateral
Jen Briggs has a long list of titles. Woman. Mom. Leader. Agent. Cheerleader. Speaker. Human. Not too poised. Not too perfect. 100% genuine. My job? Capture the complexities of the human being at the center of the brand, allowing Jen’s followers to feel encouraged and captivated by her stories. It was important to remain approachable, embrace realness, and stay authentic all while developing an elegant and refined visual identity balancing masculine and feminine.
The Jennifer Briggs is a Brand that prioritizes the experience and energetic exchange between Jen/The Brand & her consumer. Centering in love, Jen creates space for those at a crossroads. Whether professional or personal in nature, Jen encourages vulnerability and embracing the messy that comes with instability. Playing off her personal exploration of masculinity + the divine feminine, we incorporated light + dark, complex + simple to create a brand experience that felt like a natural extension of Jen.
CENTERING IN LOVE, JEN OFFERS DEEP CONNECTION AND INSPIRATION FOR THOSE AT A CROSSROADS.
Jen came to me with the mission of creating a brand that balanced the complexities of masculine and feminine, and could exude both light and dark moods. Colors were very important to her; demanding depth in her color palette, we balanced the darker tones with fun, punchy colors. She wanted her brand to feel GROUNDED, SOFT, LOVING, WARM, and INVITING, all while embracing her sometimes somber, emotionally triggering content. This brand was built for real life.
I worked with Jen to create a visual identity that seamlessly blends both the simple joys with the complex emotions of the human experience. We wanted her to have a variety of logo marks to use for different occasions; some more fun and others more serious. We blended a refined, elegant serif font with a loose script to create typographic balance. Incorporating textural imagery and line art, symbolizing imperfection and simplicity all in one, we added depth and graphic variability to her asset library. The single line art style especially resonated with us: one simple line can create an infinite number of complex designs.
The result is a beautiful yet not “too pretty” visual brand identity that blends and balances complexities, a brand that consumers can identify with meaningfully; we all embody light + dark, masculine + feminine, messy + simple. It is a brand that is approachable, genuine, and centered in love.
