Jen Craig-Evans | JCE & Free Flow

Branding

JCE was a continuation of the branding we did for Jen’s other brand, Free Flow. In the first phase of the branding project we created a brand that had an AQUATIC YET GROUNDED feel and with JCE we wanted to achieve the same thing. We wanted it to still communicate the PLAYFUL vibe while also exuding PROFESSIONALISM & TRUSTWORTHINESS. VERSATILITY was also key because her services are offered in a variety of settings and environments. I used the same moodboard as a starting point for JCE but created a new colour palette based on the slightly different feel of the personal brand. I also moved away from the wave graphic created for Free Flow and made a new graphic element all together. For the typography, rather than the cursive type designed specifically for Free Flow, I opted for a sans serif font. It adds a more professional feel and makes the logo easier to read. The new font also allows the graphic element to really stand out.

To round out the brand design I created Instagram templates in Canva that could be used to highlight the various offerings Jen has and to display testimonials & other text-based IG stories.