Brand Launch | Caitlin McCarthy

Branding & Logo Design for Caitlin McCarthy

Today, I'm so excited to finally share the new, edgy and chic brand identity for Caitlin McCarthy! Caitlin is a coach who inspires women to reconnect with their truth, beauty and strength. Through her one-on-one coaching programs, group programs and intensives, Caitlin also builds supportive and non-judgmental relationships with her clients. Caitlin takes a laid-back and grateful approach to life that allows her to enjoy the richness in the “every day” — and share that perspective with her clients.

Moodboard for Caitlin McCarthy brand identity, featuring teal, metallics and a rocker-chic vibe

Brand Vision & Strategy

With self-acceptance as one of her brand's core values, Caitlin's brand needed to be a true reflection of her and her personality — rocker-chic, confident, laid-back, and friendly. Since she is awesome at creating a safe space for her clients and making them feel truly heard, validated and celebrated, we wanted to incorporate a fun and friendly vibe as well.

Caitlin's brand photos were a key consideration and inspiration throughout the design process. Caitlin had the photos taken several months before we began working together and she felt that the images perfectly captured her personality.

Edgy, sophisticated, and feminine brand identity for coach Caitlin McCarthy

The Brand 

The Caitlin McCarthy brand appeals to and encourages women who are driven and perfectionists, but want to break free from the pressure they put on themselves, embrace their imperfections and enjoy life.

Other brands in Caitlin's industry incorporate flowers into their brand identity — especially those with a similar target market. We decided to leverage this cliche and created a mark that was much edgier and unexpected compared to her counterparts, allowing her brand to stand out.

Typography was carefully selected to appear friendly, while also evoking the feminine and edgy style that is central to the Caitlin McCarthy brand. The combination of the brush script and the rounded sans serif is approachable and casual, but still sophisticated and classy.

Edgy, sophisticated, feminine brand identity for coach Caitlin McCarthy

Both Caitlin and I are thrilled with the final brand identity — it is totally Caitlin! I can't wait to see it come to life and allow her to connect with (and help) so many women!

Alexa was just a pleasure to work with - all round! She is very patient, flexible and always prompt! I felt like I was being heard and cared for through the entire process.
— Caitlin McCarthy