Me After Mum
2023
Me After Mum is a coaching service, founded by Daisy Lainoff, designed for women looking to find their balance after becoming a mother. The objective was to create a visual identity that was calming yet energising that reflects Daisy’s personal style of understated luxury with a twist of boldness. An identity that instils a sense of empowerment, passion and ambition as well as committment, confidence and safety.
The logo uses a clean, bold outline of a capital ‘M’ and a lowercase ‘e’. The angular, curved block shapes inside give a sense of “organised chaos” - the multifaceted dimensions of motherhood. Put together neatly inside the letters shows how all the pieces can be put together like a jigsaw to create balance. The letters staggered with a bold underline shows how Me After Mum puts a priority on oneself over being “mum”. The striking colour palette evokes a bold and joyful feeling, yet using calm tones that are pleasing to the eye.
By selecting five shapes from the logo and stacking them to create a touching and balanced appearance, I expanded upon the logo to generate additional visuals. Furthermore, I made this into a repeating pattern which can be used more easily across brand collateral.
SERVICES
Creative Direction
Visual Identity
Graphic Design
Print Design
CLIENT
Daisy Lainoff
SOME KIND WORDS FROM THE CLIENT
“I worked with Jo on the branding for new business. Jo was patient and supportive as I worked through what my brand meant to me. Where we ended up is very different from what I thought I wanted, but it’s 1000% better and more authentic to me. Jo helped me see what was important to me as an individual and was willing to challenge me when necessary. I would never have got to my end result without Jo and I couldn’t be happier with the outcome. She was responsive and thoughtful in her approach. I absolutely loved working with her."
Daisy Lainoff
