Brand Naming
Brand Identity
Website Design & Development
Custom Illustrations
Product Development
Art Direction
Editorial Design & Development
The Project Scope
Where to begin with DeeAnne Chomiak… to know her is to love her. And to know her brand, is to fall in love with your own life. I have never had a client that has made such a profound impact on my own life as the experience of working alongside DeeAnne on the birth of Philosophy of Leisure. There are a few times in one's career that they are able to work at the level, with the team, and at the pace that feels most aligned, expansive, and beautiful as this project.
When DeeAnne first reached out, as many great projects first begin, she thought she only needed help setting up her TONIC website template. But after sharing stories and her own vision for the legacy brand she was creating, it quickly became apparent that DeeAnne is not one to go the standard route or to launch with the bare minimum. She is one that attracts quality, and expects it most of all within herself.
Over the course of the next year, I worked alongside my favorite colleagues in the online space and together, we built a brand that to this day inspires not only our team but our ongoing roster of clients. DeeAnne’s impact is worldwide and her influence runs deep. It was, and continues to be, an honor to be a part of this brand's journey.
Philosophy of Leisure
LOGO Suite
The Challenge
T
he greatest challenge was finding the hook to best represent who DeeAnne is, not just as the thought leader of Philosophy of Leisure, but as a person as well. She is timeless and modern, bottled optimism and a glass of well-selected wine. She sees all of the possibilities in the world, and has accomplished more in her lifetime than many of us could do in three. Philosophy of Leisure is her legacy, her opportunity to impart the lessons she’s learned as a single mom, corporate leader, world traveler, and prolific writer. How does one put a lifetime of experience into one identity?
So with this challenge came the assembly of a steller virtual team—Kaitlyn Parker from Copy Uncorked, Maddie of MP Consulting, Sarah Lawrence from The Lawrence House, and Rebecca Patton from Beckley. Dee was committed to assembling the right team that felt completely aligned to the mission and to building a business with true intention every step of the way.
From naming the brand to crafting and refining every bit of visual and verbal content that was published online, this was one of our most extensive and involved brand development projects to date. From the creation of the brand to its reach across digital publication to online curriculum, this is a mindfulness brand whose reach has only just begun to leave its mark on the world.
Visual Concept
REFINED // CONFIDENT // GRACEFUL // UNHURRIED // SLOW LIVING // TIMELESS // ICONIC // SPACIOUS // CLASSIC
This brand was inspired by timeless European films, long holidays, and reimagined nostalgia. We wanted to show what slow living looked like, and give the brand a sense of ease and calm that would still appeal to the high-earning ambitious woman. We created visual rest by sticking to a mainly black & white photography palette and keeping the colors limited, while being sure that the brand still felt warm and inviting.
We wanted to put together an identity that captured the essence of leisure, slow living, and mindful attainment of success, whatever that means to you. Since launching the POL website, we’ve created an entire library of free resources, a summer lifestyle magazine, and have begun designing the curriculum for what will be a POL lifestyle program aimed to start women on their journey to fulfillment and slow living. There are so many exciting things on the horizon for Philosophy of Leisure, but you’ll just have to follow along to find out.
LOCATION: TENNESSEE
INDUSTRY: LIFESTYLE & COACHING
The Identity
A Reimagining of The Good Life
The main logo was meant to feel like the masthead of a publication and set the stage for the web experience, which were to be a collection of essays, lists, and articles geared towards cultivating a more meaningful life. We kept the format all lowercase so that it would feel unhurried and elegant, but customized the type so it still was tailored, distinct, and iconic.
We built out a full brand experience from lead magnets to social graphics, with custom iconography, illustrations, and an editorial lookbook. We curated photography that would feel both timeless and aspirational, culminating the entire experience into a thoughtfully designed and strategically structured website which would serve as the launch pad for further brand initiatives.
Credit
PHOTOGRAPHY: THE LAWRENCE HOUSE & BECKLEY
COPYWRITING: COPY UNCORKED
WEBSITE TEMPLATE: TONIC SITE SHOP
LAUNCHED 2021 / @PHILOSOPHYOFLEISURE
THE OUTCOME
You brought life to this brand in ways I’d never imagined were possible. I so appreciate the time, talent and heart you put into this every step of the way. Kadie, you were so spot on with everything. I am just blown away. I am so thrilled, excited, and happy to have this brand and the opportunity to have worked with you.
DeeAnne Chomiak, Philosophy of Leisure
Words cannot express how this, nor how I am!
perfect
grateful
CUSTOM BRANDING EXPERIENCE
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We don’t just create logos, we develop storytelling frameworks — an anchor that allows you to connect with your audience and be recognizable to them online. From this holistic approach, you’ll have more than a style guide at the end of your project, you’ll have an empire ready to disrupt your industry.
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