About the project: Having been in business for several years, Maci Wescott's focus has pivoted over time, and the importance of alignment between service provider and those in need of service has become paramount to not only the way she works, but the change she desires to see in the business community. In her life and business, order and clear communication are key, and that needed to show up in her identity as well.

Her clients are considered positive disrupters with clarity of vision, and they are attracted to that sense of clarity and distinction. She had been getting by on word of mouth alone, but as her business began to elevate, she needed a brand that that could further emphasize her authority and professionalism to draw clients in quickly and start building trust at first glance.

The brand system for Maci Wescott is a mix of literary classic and editorial modern for a look that is distinctive, polished, and confident as well as resonant and assuring. The identity’s foundation is built on a bespoke monogram that conveys distinctive personality from the start. Clean graphics are softened with warm colors and bold accents through pattern and texture.

The brand elements will are informed by clear geometry and order, but softened through texture, curves, and quality of line. The overall look should is sophisticated and compelling, with a sense of resonant alignment for prospective clients. Simplicity and clarity rule, with subtle touches that invite a second look.