I’ve worked on Alix Rufas’s brand before.
Funny enough, this brand identity is a complete 180 compared to what we’ve done with her brand now.
At the time she wanted to visibly present her brand as a high-energy, atheletic, GO-GO-GO type of brand, which is exactly what we did at the time.
We created a bold black and yellow brand, bold letters, which worked for her perfectly, at the time.
I created a new brand identity with light earthy tones as a base and a soft gold colour to go with. The typography is selected in a way where it emphasizes on the high-end aspect as well as the magical aspect of her brand. Based on the typography, I created a logotype design and one monogram design, which is a new addition to the brand. The circles also embody the infinity mark, to vizualize infinite possibilities, when working with Alix. With the brand, I created a simple starry-glitter pattern to bring more of the gold/magic into her brand in a high-end manner.