Project Details
The Challenge
Camila Santiago (fictional brand), a CPA serving women entrepreneurs, needed to refresh her visual identity to better reflect her audience and the direction of her business. Her existing logo and overall look felt outdated and too generic, lacking a clear connection to the women-focused, entrepreneurial community she serves.
She wanted a visual style that felt professional and trustworthy, while still being approachable and aligned with her target audience.
The Solution
I developed an updated logo and visual style that balances professionalism with warmth. A refined color palette was introduced, incorporating pink to represent approachability, confidence, and connection with women entrepreneurs, while still maintaining the credibility expected from a CPA.
The result is a modern, cohesive identity that feels aligned with both the client’s personality and her target audience.
My Role
Visual identity refresh, logo development, and color palette refinement.
Outcome
A modern, cohesive identity that balances the credibility of a CPA with a warm connection to women entrepreneurs.
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BRANDING SYSTEMS / VISUAL IDENTITY REFRESH
Camila Santiago, CPA
Camila Santiago, CPA is a fictional brand created for a visual identity refresh exercise. The concept explores how an accountant serving women entrepreneurs could communicate professionalism, trust, and warmth. The project began as a visual identity refresh to better align the brand with her audience and the evolving direction of her business.
The objective was to create a cohesive and modern visual style that communicates professionalism, trust, and approachability, while reflecting a stronger connection with women-led businesses. The updated identity demonstrates how thoughtful design can help position a professional service in a way that feels both credible and relatable.
The Identity Refresh
Explore the original identity, followed by the refreshed brand applied to a business card. The updated palette brings warmth and personality to a professional presentation.
