Fernanda Ruelas
Branding
Video Production
DESIGN APPROACH
The project began with an introduction to branding fundamentals and the meaning of colors helping the student understand the strategy behind her branding system. Drawing inspiration from her brand statement and mood board, I developed a range of concepts, offering color palettes, typography styles, and logo designs that aligned with her vision.
"I am a caring, hardworking, disciplined leader surrounded by strong-minded entrepreneurs. I am passionate to excel in a familial and fast-paced environment, where I can have a creative voice. I am a reliable team member with a strong communication style and a passion for helping others. I can contribute to any team on day one."
Fernanda
EXECUTION
Colors
I began by analyzing the key themes in her brand statement and mood board and presented three distinct color palettes:
Earth tones, reflecting an organic and natural vibe.
Shades of green, yellow, and orange, symbolizing growth, optimism, creativity, and energy.
A blend of dark brown, pink, and green, representing caring, growth, reliability, and discipline.
The third palette resonated most with Fernanda, aligning perfectly with her personality and values, so we selected this option to define her brand’s visual language.
HEX
#332525
R 51
G 37
B 37
C 0%
M 5%
Y 5%
K 80%
HEX
#907465
R 144
G 116
B 101
C 0%
M 11%
Y 17%
K 44%
HEX
#EDC5B5
R 237
G 197
B 181
C 0%
M 16%
Y 22%
K 7%
HEX
#878C6D
R 135
G 140
B 109
C 2%
M 0%
Y 12%
K 45%
HEX
#606042
R 96
G 96
B 66
C 0%
M 0%
Y 12%
K 62%
Typography
I provided three style options, and we both agreed on a modern, elegant, and professional typeface that best complemented her minimalist aesthetic.
Logo
The logo design presented the greatest challenge. Fernanda wanted a clean and simple design, so I focused on creating a monogram using her initials, F and R. While the initial concept was promising, it resembled existing logos, prompting a redesign. The final logo is a sophisticated combination of a wordmark and a stylized "R" that resembles a leaf, symbolizing social sustainability, growth, and nature—core values of Fernanda’s brand.
FINAL OUTCOME
Once the brand guidelines were finalized, I further supported her personal brand by filming and editing her elevator pitch video, ensuring a cohesive and polished personal brand identity.
