How I Created a Bold, Confident Brand for a Creative Female Entrepreneur
- Emmelie Coulson
- May 28
- 5 min read
When multi-passionate business coach Kerstin came to me, she had one clear goal: to bring cohesion, energy, and confidence to her coaching brand, the kind of confidence she helps her own clients unlock every day.
Kerstin, the founder of Kerstin Cable, chose a simpler version of my Complete Identity package. I pulled together a bespoke branding package that included:
A new primary logo
A secondary logo and logo mark
A fresh colour palette
A complete font suite
A handy brand guide
Everyone’s business is different (different goals, different budgets) and I’m always happy to create a logo design or brand identity package that actually fits your needs.
The female entrepreneur behind the brand
Kerstin’s one of those brilliant, multi-passionate female entrepreneurs who’s always got lots of different projects on the go. She runs a successful language learning business called Fluent Language, co-founded AI Language Club, and, the focus of this project, supports other multi-passionate entrepreneurs through her coaching and courses. Her clients are often creative educators and “teacherpreneurs” with big ideas who just need a nudge to turn that spark into momentum.
After a few years of pivoting, Kerstin was finally feeling settled and ready to step out with confidence as the expert she is. Her old brand, a DIY mix of soft greens and maroon tones, “worked but wasn’t particularly great” (her words!). It didn’t reflect the bold energy and magnetic personality she brings to her coaching work. And as someone who creates a lot of course content, she was starting to feel the drag of not having a consistent look across her visuals.
She’s seen what good branding can do before — a great logo design for her Fluent brand helped her feel aligned and committed. Now, she wanted that same spark for this next chapter.
The strategic brand design brief
We kicked things off by diving into who Kerstin Cable is, both as a business and a human. We looked at her values, her dream clients, and the personal flavour we wanted to bring into the new brand identity.
Here’s the brief we landed on:
Creative, bold, and energising - something that captures her quirky, warm, and chatty nature
Professional and confident - a visual system that reflects the quality she delivers
Cohesive across platforms - especially her courses, coaching programmes, and evolving offers
Connected to Fluent - with subtle ties like a shared colour or feeling, without being a copy
Kerstin envisioned a grassroots- style brand, community-focussed, full of personality, and packed with purpose. Think along the lines of bold brand design with a vibrant, maximalist feel, with just the right amount of structure.
Her vision for the brand
Kerstin wanted her dream clients to see her branding and instantly think: “Yes! This is someone I want to be around.” She’s building a coaching community, attracting 1:1 clients, planning retreats — and doing it all while staying true to her values: service, excellence, fun, learning, and inclusivity.
Visually, she was ready to ditch the maroon and lean into bold brand design. We brought in fuchsia and teal tones - colours that better represent her bold personality and high-energy coaching. She was also drawn to a handmade, poster-inspired aesthetic that would bring a more personal and professional touch to her branding.
The creative design process
Normally, my process goes like this: I show you two concepts, you pick one, and we refine it until it’s perfect. But this one was a little different.
Some clients come with reference images or visual preferences, Kerstin’s ideas were more abstract and based on feelings. The starting point for this project was a bit of a blank canvas - which, as a designer, sounds dreamy… but it’s actually a bit trickier! We had a solid creative brief, but without clear visual anchor points, nailing the vibe in the first round was tough.
She liked parts of both initial concepts, but neither quite landed. So, it was back to the drawing board.
We focused on capturing how Kerstin supports her clients: recognising their individuality and offering tools that suit their unique paths rather than forcing them into a one-size-fits-all model. That became the design’s guiding principle.
Branding is a journey. Sometimes you think you’ve found “the one,” but once you see it in action, it just doesn’t feel right. That’s exactly why open communication matters — and I’m grateful for the collaborative, trusting relationship we built. It allowed us to explore freely, give honest feedback, and find the direction that truly fit.
After several sketches and tweaks, we landed on a standout visual: a circle containing fluid, dynamic shapes with one small circle breaking away — symbolising each client finding their own way forward.
For the colour palette, I chose bold, saturated tones that feel both energetic and inviting. Fuchsia and orange led the way, bringing in Kerstin’s love for vibrant, attention-grabbing visuals while staying warm and purposeful.
If you find choosing fonts for your branding hard, have a read of this blog post.
Last but not least - typography. I selected a bold, playful headline font that echoed the primary logo, a clean and easy-to-read sans serif for body text, and a soft serif for subheadings. Resulting in a harmonious font trio that keeps things clear while adding personality and flair.
Together, these elements form a cohesive, confident brand identity that looks as dynamic and vibrant as the work Kerstin does.
The review
Here’s what Kerstin had to say after we wrapped up:
“I’d been waiting until I was ready to work with Emmelie — and she was 100% worth the wait.
Her colourful, non-corporate style was exactly what I wanted, and she made the whole process collaborative, fun, and flexible.
I loved how easy it was to chat over email, WhatsApp, or a quick Google Meet, and she was always bang on time with everything.
I walked away not only with a brand I love, but feeling like I made a new friend.
If you want to stand out and actually enjoy the branding process — work with Emmelie!”
The Bold brand look
Feeling like your brand’s a bit all over the place?
Whether you’ve got too many ideas (hi, kindred spirit!) or just know your current look isn’t doing you justice — I can help.
If you’re ready for branding that feels like putting on your favourite outfit, something that fits just right, feels completely you, and makes you want to walk into your next launch with confidence, then I’d love to hear from you.
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