A working draft of logo, colour, type and voice — everything needed to render the brand consistently across web, deck and print. Proposed updates are flagged at the bottom of each section.
The butterfly is not decoration — it's the whole story. Metamorphosis takes businesses through a deliberate transformation: foundations (chrysalis), strategy (structure), and growth (flight). Every brand expression should feel like considered, premium change — never busy, never generic.
A geometric four-wing butterfly built from a single violet-to-rose gradient. Primary lockup pairs the mark with the wordmark set in Fraunces, with the descriptor in Inter caps.
A violet-led system — premium and transformative — warmed by amber for action and grounded by an aubergine ink. Teal carries data and success states.
Fraunces (a warm, high-contrast serif) carries headlines and the wordmark for a considered, editorial feel. Inter handles all body and UI for clarity. Both are free Google Fonts — zero licensing cost.
Fraunces 600Inter 400 / 500Confident, insightful, and free of jargon. We make a sharp point and back it with substance — the opposite of consultant filler.
Insightful · direct · warm · senior. We say "think, not just do." We cut through the noise.
Buzzword-heavy, hype-driven, or vague. No "synergies," no "leveraging paradigms."
"A brand without strategy is a ship without a rudder."
Recommendations for Ingrid to review — ordered by impact.
The current site exposes only a Calendly + LinkedIn. Add an email and region so prospects can reach out directly.
This butterfly is a faithful placeholder. Replace with a vector of the real "NEW-LOGO-BUTTERFLY" so the mark is pixel-perfect.
Add 2–3 short before/after results (e.g. "+18% conversion") to turn testimonials into proof.
The Business Academy deserves its own page with curriculum, formats and enrolment — a clear second conversion path.
Swap stock/placeholder graphics for branded photography or abstract butterfly-motif art in the palette.
Amber-on-white for body text fails contrast — keep amber for large CTAs only (already applied here).