Brand Guidelines
INTRODUCTION
Understanding Our Jill
This guide serves as an aid for all those around Jill, helping to understand her identity, values, and messaging*.
It should be noted that these guidelines are intended as just that, a guide. While all elements of Jill’s identity system have been designed to ensure consistency, allowances for variation have also been made. If followed, these guidelines will help Jill’s identity to evolve and feel fresh at every touchpoint.
*Based on a brand process led by Karis and attended by Tiff, Lizzie, Monique, Sotonye, Erica, Holly, Kate, and Jeff
Our Goals for Jill
Social media posts we’d like to see five years from now…
Personality
Measured
Insightful
Delighted
Caring
Pragmatic
Dedicated
Courageous
Kind
Open-Hearted
Passionate
Elegant
Humble
Hopeful
Adventurous
Bold
Helpful
Calm
Warm
Fun
Innovative
Empathetic
Intelligent
Friendly
Dependable
Witty
Classy
Core Values
A VISUAL GUIDE
These images are all used without permission from Jill’s instagram account.
Cats
Soccer
Healthy Work Ethics
Whimsy
Travel
Family
Audiences
primary
Portland community
Bernardo / Family
Miguel and Papaya
Music community
Potential book club / readers
Future potential web creators and experience designers who can learn from Jill
secondary
Photography enthusiasts
Pyramid friends
what do we know about these audiences?
All love her or will soon love her!
DRAFT WORDMARK LOGOS
Reasons Option 1 feels like Jill
It’s bold, makes a statement, but also approachable and clean.
Feels humble
Quirky, a little playful
Reasons Option 2 feels like Jill
Modern and dependable
Reasons Option 6 feels like Jill
Classy, old-fashioned
Reasons Option 8 feels like Jill
Humble, clean, professional.
Feels techy
Reasons Option 9 feel like Jill
Jill feels like a serif gal.
Dynamic light and dark play.
She feels like a serif, but not a hoity-toity serif.
Reminds me that she’s book smart
Perhaps a mix of serif and sans serif?
FINAL WORDMARK LOGOS
Color Palette
Neutrals with pops of color.
HOW PEOPLE RESPONDED TO THE QUESTION
How does Jill make you feel?
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"I picture kittens in a big fuzzy blanket, wrapped up tight, giving you comfort."
Erica
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"She reminds me of an umbrella. I feel protected, including against mean clients."
Tiff
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"She makes me feel like a cozy cat. And of course, Jill likes cats. Winter, stripes, cozy, yes!"
Monique
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"I picture the elevator on the Space Needle. She makes me feel elevated, striving for achievement and being even better."
Jeff
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"I think of an instrument, like a violin. We each play our part, and together we create a symphony. Respecting each others’ roles and the music we’re able to create together."
Karis
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"I picture a garden. She makes me feel like we’re growing something together. There’s a sense of planning as a group for a shared positive outcome, building together and feeling capable, while also being cozy."
Kate
WATCH THE FULL CONVERSATION