a reimagining of
The PERSONALITY
THIS IS
WWW.PHILOSOPHYOFLEISURE.COM
You will never forget the moment you first encounter Dee. 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. We partnered with Maddie of MP Consulting and Kaitlyn of Copy Uncorked, as well as Sarah from The Lawrence House and Becca from Beckley to put together a brand that really captured the essence of leisure, slow living, and mindful attainment.
From the very beginning, Dee was committed to assembling the right team that felt completely aligned to the mission and 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.
THE GOOD LIFE
ART DIRECTION
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.
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.
LOCATION: FRANKLIN, TN
INDUSTRY: LIFESTYLE & PERSONAL DEVELOPMENT
SCOPE OF WORK
BRAND IDENTITY, CUSTOM ILLUSTRATIONS, LAUNCH DESIGN, PRODUCT DEVELOPMENT, ART DIRECTION, WEB DESIGN & DEVELOPMENT, EDITORIAL DESIGN, BRAND MESSAGING, WEB COPY, BRAND NAMING
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.
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.
CREDITS
PHOTOGRAPHY: THE LAWRENCE HOUSE & BECKLEY
COPYWRITING: COPY UNCORKED
LAUNCHED 2021 / @PHILOSOPHYOFLEISURE
NOR HOW GRATEFUL I AM!
This group of women have breathed life into this brand in ways I’d never imagined. I appreciate the time, talent and heart each one put into this project. Kadie was spot on with everything. I am just blown away. I am so thrilled, excited, and happy to have worked with her.
- DEE CHOMIAK, PHILOSOPHY OF LEISURE
how perfect this is
WORDS CANNOT EXPRESS
OUR BRANDING SERVICES
STRATEGIC, STYLISH, CUSTOM
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.
We are your studio if you want to do this the way.
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