A brand identity for a Webby award winning creative director who has a passion for sharing real stories.
Sara wanted to create a professional portfolio website and keynote template that showcases her career achievements as a creative and content director in advertising and highlights her most impactful work over the past five years from The Washington Post and Amazon.
Our objective was to develop a distinct brand identity that authentically reflects Sara's personal style—a blend of floral motifs, vintage charm, hand-drawn elements, and a feminine touch—while still conveying professionalism and allowing for seamless adaptation to the diverse styles of the brands she regularly collaborates with.
Brand Identity Design & Development, Brand Guidelines, Keynote Design & Management, Web Design, Web Admin
2024 - Present
Inspiration
In an industry where just 12.6% of creative directors are female, Sara gravitates towards casting females or telling the stories of strong women. While her personal style tends to lean towards whimsical, floral, vintage, hand-drawn, feminine, Parisian, and grandmillennial, she wanted her personal brand to be taken seriously and show that she can adapt to the styles of her advertising partners.
Branding
Inspired in part by the spirit of 1970s female journalism, we aimed to create a brand identity that felt unmistakably feminine and nurturing, while still supporting a professional portfolio where the work ultimately takes center stage.
Sara also expressed a desire for subtlety in her personal branding: “…but if just a hint of my style could come through without being too cutesy, it would be nice… maybe a script logo or hand-drawn element or some reds and pinks and browns in a color palette.”
With that in mind, we selected Plush by Fontfabric—a typeface with warm, curvaceous serifs that nod to vintage design while feeling modern and grounded. The supporting palette of blush pinks, warm creams, and cherry reds complements the typography, creating a system that feels elevated, bold but not brash, soft but not saccharine.
Web Design
The website was built on Squarespace to give Sara the autonomy to manage and update her portfolio without needing ongoing developer support. Given that many of her clients are in the travel and lifestyle industries, we designed a layout that prioritizes full-width imagery and immersive storytelling. The result is a site that feels expansive and editorial, with room to breathe and showcase work at scale.
To support the evolving nature of her career, we created a flexible project template that allows Sara to easily add new work, keeping the portfolio fresh and dynamic as her client list grows.
As a final touch of personality, Sara’s cherry-red logo includes a subtle animation: every so often, it softly “blinks pink” for an unexpected flicker of whimsy and a quiet nod to her playful side.
PPT Template
To extend the brand beyond the website, we created a custom PowerPoint template designed to echo the structure and visual language of Sara’s online portfolio. This ensures a seamless experience for viewers, whether they’re exploring her work on the web or receiving a tailored presentation.
The template is flexible and intuitive, allowing Sara to easily update content, swap out case studies, and tailor messaging to different audiences. Branded typography, color accents, and layout consistency reinforce her visual identity while keeping the focus on clarity and storytelling. It’s a practical tool and a thoughtful extension of the brand, designed to grow with her and support her work wherever it’s shared.
"When I decided to build a portfolio to show my advertising and branded content case studies, I thought about doing it myself but was overwhelmed with the process. I'm so glad I enlisted Charlotte. She was a dream to work with. She took time to listen to what I was looking for and developed a personal brand identity including logo, portfolio site, color palette and typography that expresses me perfectly. For my portfolio, she helped me position my work in the best light—creating beautiful visuals and always proactively offering helpful suggestions that resulted in clear, organized and impactful case studies. She went above and beyond in every way."
Sara Wald, Creative Director, Amazon
