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THE DESIGN JOURNAL

A creative and inspirational space dedicated to empowering female founders breaking into and expanding in the beauty, health, and wellness industries to create purposeful brand strategies, craft personality-packed copy, design data-driven websites, and establish thoughtful workflows that that captivate, connect and convert from day one, WITHOUT the overwhelm. I'm keeping a pulse on the latest trends in branding, web design, and small business trends - and bringing them to you to each week to help you build & scale your small business.

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Brand Launch: London Wick


brand strategist

INDUSTRY: Luxury Hand-poured Candles, E-Commerce, Candle-making parties

BRAND SCOPE: Brand Identity & Design, Packaging & Print Materials



Behind the Brand

London Wick is a luxury candle company based out of Washington D.C. London is an entrepreneur and savvy business woman who is passionate about all things luxurious, moody, and intrinsically beautiful. She is the owner of several businesses including a curated picnic-company and her newest business venture, London Wick Candle Company. With a love of all things beauty, she found herself longing to find candles made with sensual scents that were made with natural products, burned clean, and had beautiful containers that could be reused once the candle was finished. Founded in 2021, when I first started talking with London to talk about her brand goals, she knew she wanted an elegant, elevated design, and an immersive brand experience that evoked the luxurious lifestyle her clients were after.


brand identity template

Brand Strategy

London and I began her project with a strategic discovery session taking a deep-dive into her brand so that I could get a better sense of what she was looking for. I wanted to understand London Wick's goals, mission and vision for the future of the company. We also took an in-depth look at her competitors, identified who her target market was, and developed her differentiation factor. Through our exploration, we found key points to communicate:


Quality Ingredients

London Wick believes that quality ingredients lead to luxurious candles. It was important for the brand to reflect the quality London Wick is known for.


Immersive Experiences

While London Wick is primarily a candle company, they also host in-person candle-making classes & events for small groups. It's important to the brand that the same level of luxury and expertise is conveyed in her candles and carried through to her events.


Brand Visuals

Moving on to the brand visuals, we collaborated on a brand mood board so that I had an idea of the visual direction she was thinking of for her brand. This helped me to start working on a visual identity for her brand - starting with two brand stylescapes to develop a solid visual direction for her. She fell in love with one of stylescapes and from there, I was able to start the process of designing her logo collections, curating her typography suite and color palette, designing her patterns and iconography and putting together her brand style guide so she had a guiding star for her brand.


Once we finalized her brand strategy and visual identity, I developed her photography direction she was able to hire a photographer to take professional photos of her candles, and designed a robust collection of branded materials for her to use - from product labels, gift tags, tissue and candle box holders to custom invoices, marketing materials like custom social media posts, email marketing graphics, and signage for her to use at events. And we were ready to launch!


marketing brand strategist


Top tips to develop a strategic brand identity:

  • GET SPECIFIC ON YOUR BRAND SUBSTANCE: Make sure you take the time to really understand your customers, your market, and your brand's personality. Selling physical retail items can come with a much larger investment than service-based businesses, therefore you want to make sure you get it right from the start. If you're hitting a roadblock or need some help getting started, download a copy of my Developing Your Mission & Vision Guide here - it will help you get ultra specific on the mission and long term vision for your brand.

  • COMMUNICATE! COMMUNICATE! COMMUNICATE! All businesses - especially e-commerce businesses are built on good communication. From the first time someone lands on your site to when they join your email list and make their first purchase - communicate, communicate, COMMUNICATE. Make sure they know they are a valuable part of your business, that you're thankful for them being here, and that you're going to take care of them every step of the process of doing business with you. If you're not sure what to say, how to say it and of course, want it to look pretty - head over to the Brand Bar Shop and grab a set of my email marketing templates. Packed full of different templates, aesthetic designs and loads of information, these templates will help you captivate, connect with, and convert your clients. Want to grab

Ready for your own brand strategy project? Let's chat and see how we can partner to make your business dreams a reality. Visit the services page here. Need a little help - but not quite ready for the lengthy design process? I've just unveiled 2 amazing services to help you right where you're at.

  • For a brand design without the extensive brand strategy project, visit the all new Brand Bar and work with one of my new semi-custom brands.

  • Ready to launch ( or relaunch) your business but don't want the long design process or big bucks to get you there? Let's book a Brand + Web Design Intensive where we'll work together one-on-one to get your brand identity & website designed and launched, WITHOUT the overwhelm or hefty price tag - and launched in just one week!

brand strategist and web designer agency






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