Trudy Williams (NYC)

Identity Therapy© / writing / consulting

Trudy Williams is an fresh new face on the New York design scene with a particularly innovative take on women's separates, trousers and denim. On a unique referral, Trudy came to me with a need for the true inner workings of an identity. Not a logo, but a brand story. There was a need to highlight and establish the pedigree of her burgeoning brand and give it the weight that a mere logo could not.

So in a process that I have called "Identity Therapy", together—Trudy and I—worked to extract a candid and honest take about her as a person and designer, and her line as an entity of its own. The story is an aggregate of all the steps to get to the current point. By looking thru this lens, we can see what it is at its core and the key pieces we need start to shake out from there.

brand pedigree; mood board & story

From there, I am also able to extract colors that are more properly focused than my client simply stating favorite colors. These colors are who, and what, her line is yet they still resonated with Trudy in the end, even pleasantly surprising her a bit.

brand mood & color study

Trudy left the process with the tools to move forward when the time was right and if the need ever arose for an actual mark, but this was proof that a logo would only be a small part of what it took to craft a proper identity.