Hoop Talk with Laurie

Brand Redesign

JUMP:

'Hoop Talk with Laurie' is a lifestyle brand and platform rooted in embracing one's true essence amidst societal expectations.

INFO:

Brand Identity Designer/ Marketing Consultant

ROLE:

Product Page

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Intro

My client, Laurie, loved her brand but felt that it didn’t quite reflect her authentic self and mission. She was determined to conceptualize a visual identity that both sang to her heart as well as her community.

We knew from the get-go that hoop earrings played a starring role in the ‘Hoop Talk’ brand. Combine sparkling hoops with Laurie’s Mexican heritage, Monterey County roots and spiritual exploration, you get a brand identity that aims to transform, inspire and empower BIPOC women to live as their most authentic selves.

Brand Pillars

These are the five words that fundamentally guide all that ‘Hoop Talk’ embodies and communicates.

Community

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The Logo Suite

The primary logo is a combination mark that represents the bold and balanced mission to unleash authenticity and center the soul.

The brandmark resembles a papel picado (traditional Mexican cut paper folk art) in the shape of a window. The frame features a feminine hand with bold nails holding hoop earrings to the sky, representing pride in latina culture, creativity and the power in living authentically.

Brandmark

Submark

Wordmark

Vertical

The Color Palette

Indiga is the signature color of Hoop Talk with Laurie. It is bold and rich with intuition and wisdom. It is the color used most often.

Teal Deal is the second, most used color. It is as soothing as a day near the bay. Both Teal Deal and White are also commonly used for background colors.

The remaining color palette serve to support the main colors as accents and to add depth.

The Typography

The typefaces for Hoop Talk with Laurie were thoughtfully selected for their slightly ornate and bold yet feminine characteristics to convey the personality of the brand.

Headlines & Subtitles