An experienced English teacher, aiming to launch her own private tutoring business, approached me to develop a complete brand identity from the ground up. This included creating a company name, logo, website with a student portal, student materials, professional headshots, physical marketing materials, and digital assets for her online presence.
Identity brainstorming
We worked through several iterations to refine my client's brand identity, ensuring it perfectly reflected both her unique company values and her role as a professional, trusted tutor. Below, you’ll see the progression of my creative process - from brainstorming the company name, to exploring color theory and typography choices, to developing multiple logo concepts. Each step was focused on creating a visual identity for my client that resonated with both her personality and her business goals.
My custom questionnaire I send to brand identity clients
Color palette and typography recommendation
Color palette and typography recommendation
First Iterations - Option 1
First Iterations - Option 2
First Iterations - Option 3
final logo
The challenge of the final logo design was to avoid overused educational motifs. I focused on combining two key elements: a crown and a book. It was important to my client that these elements be included. The crown symbolizes excellence and achievement, which aligns with the client’s goal of empowering students to reach their highest potential. Meanwhile, the book subtly references education without being too literal or predictable.
To create a sense of harmony, I incorporated rounded corners throughout the logo and mirrored the typography to maintain visual consistency. The design includes two versions: a clean outline and a bold, solid mark. This dual approach ensures versatility, allowing the logo to adapt seamlessly to different formats, including horizontal, stacked, standalone icon, and wordmark. To maintain brand integrity, I also provided comprehensive usage guidelines detailing how to apply each variation across print and digital platforms.
COMPREHENSIVE BRAND PACKAGE
Below is a collection of assets my client needed to fully launch her new company. We collaborated to build her website on Thinkific, a platform that was new to both of us. You can check it out here! I developed custom assets like banners, infographics, and professional photos to elevate the website’s visual impact. Additionally, I designed student materials and marketing collateral, including a free “roadmap” for the German Abitur exam, targeted at parents to promote my client’s tutoring services. To support her social media launch, I created a suite of Canva templates for stories, posts, and banners.
From start to finish, this project was incredibly rewarding. It was a fulfilling experience to help someone bring their first small business to life, from building a cohesive brand identity to developing practical, budget-friendly tools for future use. Empowering my client to manage her brand independently was a key focus, ensuring she could confidently maintain her visual presence without relying on ongoing design support. It was a privilege to be part of this journey, helping her launch with a solid foundation and the resources to grow sustainably.
