Design Dispatch
emerald.design
Kendall CherryHey Reader, One of the biggest misconceptions about personal brands is that they're somehow easier to design than company brands. But in reality? They're often much more complex. Because the thing they don’t tell you is that when you are the brand, every touchpoint—from your website to your newsletter to your offerings—has to feel like it came from the same person, while still giving each part of the business room to develop its own identity. That was exactly the challenge we set out to solve when we partnered with business strategist, author, and storytelling + sales educator, Kendall Cherry. After years of strategic experimentation, Kendall's business had grown well beyond its original foundation. Despite starting her business as a copywriter for personal brands like Codie Sanchez of Contrarian Thinking and Vanessa Dew of Health-Ade Kombucha, her service-based business had expanded into a much larger ecosystem. With this project specifically, we found that the challenges didn’t just look like creating a more polished visual identity that was suddenly taking up more space. It was to build a brand system that could support an entire universe of creative ideas and revenue streams while making each part of the business feel instantly recognizable. Instead of treating every offer as its own standalone brand or a separate entity, we designed an ecosystem where everything works together—but each area still has its own distinct personality. Some of our favorite moments from this total brand transformation looked like:Repositioning the business from a traditional company identity into a founder-led personal brand that reflects Kendall's voice, perspective, and philosophy Creating a distinct identity for The Greenhouse that feels like a place people genuinely want to belong—a community centered around thoughtful storytelling, better sales writing, and meaningful business growth Designing Wallflower Fridays to feel less like another email newsletter and more like receiving a beautifully written letter from a trusted friend—something readers save, revisit, and build rituals around each week Evolving the overall aesthetic from a less mature and aesthetically brighter stage of the business into something more refined, editorial, and timeless that reflects where the brand is today Designing custom typography, a signature-inspired logo, and a visual language built around heritage publishing, public domain artwork, paper textures, vintage frames, and tactile details that reinforce the feeling of craftsmanship and authorship Building a flexible design system that carries seamlessly across LinkedIn, newsletters, the website, future books, educational programs, and everything still to come One of our favorite parts of this project was realizing that we weren't just designing a personal brand. We were designing a world. A world where someone could discover Kendall through a LinkedIn post, subscribe to Wallflower Fridays, join The Greenhouse, pick up her book, or attend a speaking event—and every interaction would feel like another chapter in the same story. And that’s the kind of brands we love to work with—because the strongest brands aren't just memorable. They're immersive. If you're building a business that's growing beyond a single offer or service, we'd love to help design a brand that grows with it. Click here to learn more about our services or fill out this form and tell us about your next project.
PS: Kendall's first book, Here to Sell is available for pre-order here! We have had the pleasure of working closely with Kendall designing the cover, interior spreads and all the fun ~details~! More to comeeee. Now booking projects for Q4 October - 1 spots Until next time, |
Design Dispatch
emerald.design