Mackenzie Cramblit
THE PROJECT
Mackenzie Cramblit helps management consultants think through their next career move. Her personal brand needed to hold two qualities together: the confidence of an experienced advisor and the warmth of someone who understands the uncertainty behind a big decision. This identity translates that balance into a practical visual and verbal system.
A confident, human foundation.
The direction starts with the audience: ambitious professionals who value sound reasoning but also need reassurance. Structured layouts and a deep blue foundation bring authority; teal, warmer accents and expressive typography introduce a more approachable voice. The aim is a presence that feels credible without becoming corporate or distant.
Colour with a clear role.
The guidelines connect audience insight with everyday design decisions. Poppins provides a clear typographic foundation, with Playfair Display adding contrast for selected statements and editorial moments. Defined colour roles, image treatments, illustration guidance and icon rules keep the visual language coherent. Voice principles connect clarity and confidence with transformation, achievement and well-being.
Structure meets expression.
Poppins brings clarity to everyday communication. Playfair Display adds an editorial contrast, supported by a defined hierarchy.
Built for everyday communication.
Voice, templates, imagery, illustration and icons bring the personal brand into a coherent working system.
PROJECT DELIVERABLES
- Personal brand positioning and audience guidance
- Colour palette and usage hierarchy
- Poppins and Playfair Display typography guidance
- Voice and tone principles
- Profile and social content applications
- Imagery, illustration and icon guidance
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