With Heather & Erika: Luxury Brand Identity & Executive Positioning
Role: Creative Director, Brand Strategist, Design Lead
Scope: Brand Strategy, Executive Positioning, Visual Identity Architecture, Design Systems, Canva Template Ecosystem
Team: Production Designer
Summary
Developed a luxury-inspired brand identity and executive positioning framework for a Black women-owned CEO mentorship platform, elevating them above social media noise into a prestigious, high-trust leadership brand.
Strategy & Challenge
In an executive coaching space crowded with short-lived social media influencers, With Heather & Erika needed to cut through the noise with immediate authority. They required a brand identity that combined the quiet sophistication of legacy luxury houses (Chanel, Dior) with an empowering, community-driven mission for aspiring and established CEOs.
The Strategic Direction
The "WITH" Identity: Centered the verbal and visual narrative on the word "WITH" to signal unity, high-level partnership, and belonging to an exclusive movement.
"Move in Silence" Positioning: Shifted away from loud, mass-market coaching tropes to embrace understated luxury ("inconspicuous consumption"), leveraging prestige and intrigue to build long-term brand equity.
Sophisticated Palette & Typography: Directed a high-end color hierarchy (Midnight, Rosé, and Plum) paired with modern, editorial typography (Manrope and IBM Plex Sans) for a timeless feel.
Visual Execution & System Design
Flexible Identity System: Art directed primary, horizontal, and mark-only logo variations designed for seamless application across digital platforms, high-end print, and event merchandise.
Scalable Client Tools: Built a custom, brand-aligned Canva template ecosystem to empower the client to create on-brand social media and event assets independently.
Impact & Results
High-Converting Workshop Launch: Successfully positioned and launched the brand for executive seminars, attracting high-value CEO and founder leads.
100% Brand Governance: Empowered the client to maintain long-term visual integrity across all digital, print, and physical touchpoints using scalable template systems.
xecutive Client Endorsement: "Mind the Pixels is not just a design agency; it's a team of storytellers... They are true creative partners in every sense." — Heather Shelton, CEO
