The Redesign of JLUX Designs
When I started JLUX Designs, LLC in 2017, I was excited to FINALLY go independent. I was so ready to flex my creative voice. I’d been working in corporate for a decade, so everything I created was defined by a well-established brand standard, designs were constrained by need to adapt for 21 languages, and my team worked FAST—we didn’t have much time to envision new creative concepts. Working in that environment began to feel gray and lifeless from my viewpoint.
I was stifled in that world, so stepping out on my own felt like taking a deep breath in and letting out a scream of joy. My brain was overflowing with ideas, potential, and hope.
As I look back now, I see that the choices I made for my branding were direct expressions of those feelings of finally being uncaged. I went for a full-on rainbow of color! I love that I was able to create that brand, and I still love the color scheme and the logo I’ve used for the last 4 years…
With this perspective, I see what I created as a reaction to my past as opposed to working well as defining my future—who I serve, what I do, and what I’m all about.
Over the last couple of months, I took this into account as I evaluated the plan for 2021-22. It was time to evolve the brand to reflect the possibilities to come. I put myself through my own brand strategy sessions that I run for my clients to learn what I really wanted to communicate.
Here’s my vision board:
Authentic connections are my cornerstone
It all started with my clients. My vision for working with entrepreneurs is founded in developing authentic relationships. I work to create a collaboration that feels like going out to coffee with your best friends—only a coffee date that ends with beautiful communications for your brand.
I’ve used this photo several times in my social media and newsletters over the last year, and I kept coming back to it because it really captures that feeling. So this became the image that I began the vision board with.
Stoke the Creative Fire
The mission of JLUX Designs is to give voice to your vision, and to hold space for that vision as we create the perfect communications that turn your audience into clients. It’s an alchemy of sorts, and to me holding that vision is like tending the fire. It’s my sacred calling, and it uses all my innate skills, as well as the skillset I’ve developed over my 20 year career.
Embody joy, creativity, wisdom, & intuition
I used gemstones as visual representations of the qualities I want JLUX Designs to embody.
Citrine = manifesting dreams, activating your imagination and will, envisioning what you want, and having the persistence to see it through.
Amethyst, Labradorite & Blue Sapphire = Intuition, Discernment, Discovering Truth, and Wisdom
Rainbow Moonstone = Joy and Positivity
Take up space
I get my best ideas when in nature. I chose to represent this with the Northern Lights and the beach because they included all of my favorite nature colors: blue, purple, green, and pink.
I also chose these expansive images as a way to represent the concept of “taking up space”. I firmly believe that as entrepreneurs, we must be comfortable with visibility, and with taking up space in the world. I help my clients to get comfortable with showing up.
There are no rules…
Finally, a bit of magic!
One particularly bad day long ago, a friend left me a tiny unicorn on my office door with an encouraging message, and thus began a tradition of people who work with me bringing me unicorn things.
I love this, and I’m not sure how it became such a thing, but it makes me feel like people see the special magic I try to create for them! Unicorns represent infinite possibilities, and one of my creative mantras is: “There are no rules.” That’s really all a creative person could ask for…so it’s now part of my brand!
And there you have it! The new brand gives me so much life! I am so proud of it, full of joy, and excited to share all the new things that come with it: like this monthly blog, the VIP level of Intrepid Collective, retreat experiences, and new social media resources. I can’t wait for you to experience it all!
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