Morgana McCabe Allan
Morgana’s work is unique in the world – and she’s one of the only people I’ve met legitimately qualified to say that. So, she needed a unique in the world presence and brand to go with it!
I’m always up for a challenge –
Morgana’s presence was just that.
Morgana needed branding that was expansive –
Because her work is expansive.
I want to start off by saying that what Morgana does is not only impressive, it’s life changing, and I don’t say that lightly. The breadth and depth of her experience and expertise is almost unbelievable – and if I didn’t know her myself… I might genuinely not believe it. But she holds a doctorate in what I can only describe in summary as “the intricacies of existing as a human within a context that is both shaped by the past, and constantly changing.” The true description is much longer, but you’ll have to take my word for it.
So why does this matter in a case study description about her branding? Believe it or not, it’s actually the whole point. Her area of study encompasses such vast arrays of information, training, and skills, that she needed a brand that was as unique as her offerings. So that’s what we did!
Starting with a baseline knowledge of the tones she wanted to lean into for this content, I built not only a palette that could be used in light and dark applications, but a magical gradient orb. this gradient orb could be colour picked at any point, and ALL of the hues included would work for her branding! I’d never done something like that before, and may never again – but it was (and is) exactly what her brand needed!
Once we’d created her mood board and palette –
We moved on to the logo materials.
The marks for Morgana’s work needed to represent a combination of the professional, the spiritual, and the… well, witchy. To feel grounded, and expansive, and like they flowed naturally from her work as an extension of the same.
Because of this, I selected a primary font that is structured, while remaining elegant and delicate, pulling from both the masculine and the feminine. The secondary font, for “McCabe Allan, Ph.d.” I used a cursive font with quick movement – strokes that feel a tiny bit hurried, but not inelegantly so.
Then placed in the “O” of “Morgana”, you see a 12-petaled flower – this draws directly from the framework she’s created that underlies her work both with clients and academically – I’ll refrain from summarising it here because frankly I wouldn’t do it justice, but because it is centred in her work… it’s also centred in her content!
The Marketing Tools:
After finalizing her brand, it was time for Instagram® –
Once the branding itself was finalized, we had a few other components to finish! The first of these, was her Instagram suite. This included a full set of standard grid posts (portrait ones) as well as a set of templates for her stories! These sets were designed to be used and reused, and had more slides than could have possible be used in a month!
The Course Materials:
We weren’t done yet –
Morgana’s work is largely delivered through courses – and that means she needed updated materials that lined up with her new branding! This is where that expansive palette design came in. Each course needed its own tailored palette – a more focused version of the larger palette, honed in on the specific features of the course in question. So for every course, a cover was designed that aligned with the materials included, and could be used for the slide presentations for the course.
Then, matching workbooks were designed as well, because each course included workbooks and journals for clients to work through.
Branding Design
Your brand should create an ecosystem for your work, no matter what you do. Your business should settle into the expanse of your branding - naturally, like magic. Making client conversion, EASY.
WEB DESIGN
Your website should be a lead generation powerhouse. Your ideal clients? They should feel at home there. This is where we put your brand to work for you.
Information about 1:1 support
Sometimes accountability is key, and having someone over your shoulder, making sure you're taking the steps you need to take is what makes the difference!
