Coachela
This guide is for a whoever will be designing and creating material for Coachela. This webpage documents the visual and communication elements that represent the Coachela Brand Strategy & Identity.
Thank you for choosing Kireina Studios.
Brand Story
Ela Ziembicki is a global business coach, public speaker, international business owner and female empowerment enthusiast. She left her past paced corporate career in 2014 and became a top earner in Network Marketing within 8 months of being an entrepreneur.
Ela became a certified coach in 2016 and quickly specialized in coaching thousands of female entrepreneurs with online businesses.
Ela is a proud biological mother of two children and a mother to a blended family of four small children. She is a mother and a partner with an hectic mompreneur life and is why she is so relatable to female entrepreneurs!
Brand Mission Statement
Ela Whittaker is the mindset business coach for female entrepreneurs struggling with fear and self doubt who feel a plateau in their personal and professional lives, and want to succeed by developing the confidence to build a kickass business.
The Logo is the face of your brand and a key element of your brand identity. Consistent use of the logo is essential in building your image and gaining instant recognition.
Logo Mark
A logo mark is an identifying mark or symbol that doesn’t contain the business name. Think of Nike’s swoosh, Snapchat’s ghost, and Apple’s apple.
Logo Type
A logo type refers to words or the name of a business that is designed in a special way. Examples include Netflix, Nintendo and eBay.
Logo Lockup
A logo lockup refers to the position or relationship of the brand’s logo (logo mark)
and its word mark (logo type).
Logo Design
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Primary Logo
Your master logo should be the benchmark for most uses of the logo.
The Master Logo
Alternate Logo
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Primary Icon Logo
Alternate Icon Logo
The Icon Logo
The Icon logo should be reserved for areas where the larger logo couldn't fit or would be too large. Website favicon's, watermarks or merchandising are some examples.
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Logo Clear Space
Logo Clear Space & Minimum Size
Minimum Logo Size
To maintain consistent and aesthetic presentation, the logo should always be presented with an equal clear space around it. Generally referred to as "letting the design breathe."
The Minimum Size is recommended for making sure the logo is flexible for smaller uses, but most importantly, legible across all applications.
Colour Palette
Seashell
RGB: 254/244/240
CMYK: 0/4/3/0
HEX: #FEF4F0
Misty Rose
RGB: 252/227/218
CMYK: 0/12/10/0
HEX: #FCE3DA
Apricot Peach
RGB: 251/208/294
CMYK: 0/21/18/0
HEX: #FBD0C2
Azalea
RGB: 245/202/206
CMYK: 2/24/9/0
HEX: #F5CACE
Deep Blush
RGB: 229/123/133
CMYK: 6/64/34/0
HEX: #E57B85
Tundora
RGB: 64/64/64
CMYK: 68/61/60/47
HEX: #404040
The brand color palette is listed here for easy access. You can copy and paste any of the color codes to use them on whatever platform necessary. As a guideline, RGB and HEX are used for screen based design such as Photoshop and Canva, while CMYK is used for physical print whether that be for clothing, merchandise or print outs.
We don't recommend having more than 6 brand colors as it can make designs a little too crazy however if you have less than that you will see an empty space on this brand board.
Typography
Typography is a key element of creating a cohesive look and communicating information in a way that reflects the brand aesthetic. Fonts and design are some of the first visual impressions you'll make.
Primary Headline Font
This font should generally be used as the title for your text layouts. Refer to the stylescape for example use cases.
Alternate / Subheader Font
In some cases, an alternate or subheader font can be used to replace the Primary Headline font or as a subtitle. These can range from a thinner weight Primary Headline Font or something else entirely. In most cases use of this category is not common but refer to your stylescape for examples.
Primary Body Font
The Primary Body Font is what will be used for almost all cases of paragraphs or long text blocks. Priority here is communicating the aesthetic while also keeping legibility in mind.
Primary Headline Font
Branch Regular
Branch Modern Ligature is a elegant yet modern serif font made by Sans and Sons. At first glace simplistic, the creative use of curvature between characters changes things up just enough to add some interest without losing legibility. It is perfect for branding, logos, invitations, masterheads and many other places a standard serif font just isn't enough.
This is the typeface used in the Coachela Logo.
Alternate/
Subheader Font
Primary
Body Font
Diana Webber Script Brush
Diana Webber Script Brush does a great job and combining the playfulness of a hand written typeface with one of cursive class. The texture also invites the notion of artistic appeal without going over into the gritty or childish space. Scripts and Brush fonts are popular for brand with a generally feminine audience and Diana Webber hits the spot just right.
This Typeface should be used as a header or title, above a body text.
Branch Regular
While Branch is used in our logo, it also makes for a great body font. Legibile, interesting, and well proportioned, it can be used to substitute for any other serif font.
This Typeface should be used for subtitles and body text.
Photography is a critical tool for all brand applications, as images are large points on contact for your audience to understand and relate to your brand. A range of different photographic approaches under the umbrella of the brand's aesthetic and identity bring it all together to convey a rich brand image and underlying message.
Image Themes
These themes are used as a guideline for the general subject matter than should be used in your brand imagery. While experimenting and variability can be welcome, it's generally advised to stay within the genre of your photography themes and brand.
Photography
Female Entrepreneurs
Including pictures of your audience is a natural theme for them to see themselves within your brand. Relating your audience even to stock pictures will help them see how you can best serve them.
Feminine Workspaces
Going hand in hand with female entrepreneurs are the places they work. Images of smartphones, laptops, and feminine home offices are perfect for placing your audience within your brand and as settings for your own brand photography.
Coach Ela
What would the Coachela brand be without Ela herself!? Taking professional photography of the brand's face is critical for any entrepreneurship brand and this one is no different. Remember to use the brand identity and moodboard exercises discussed during the Brand Discovery process when planning out your photoshoots.
Patterns & Elements
Stylescape
The Stylescape serves two important purposes for your brand, and the brand discovery process. The first function used during our process is to be used as a proposal of the brand aesthetic for you to approve and if you're here then that's done!
The second is as a reference for yourself or other designers to use when creating new material for the brand. By using the stylescape as a design inspiration you will have an easier time not only replicating designs but also creating new ones. A key thing to ask yourself when producing new materials is "Would this fit in my stylescape?" If you can take a new design and put it in or next to your stylescape and it fits then it is on-brand. If your new design does not flow or compliment/match the aesthetic of the brand stylescape and would not look good in or next to it then you should revise it.
Use your stylescape as a benchmark for your upcoming creative work to keep all your designs consistent and on-brand.
Mock-ups
In-Action
Themed patterns and elements can be a colorful way to add a little extra something something to a brand. If your brand doesn't have one and this section is empty don't fret! Not all brands use or need extra elements like these. In many brands, extra assets are added in different more effective ways for the way that brand wants to communicate to its audience.
Boho
Short for Bohemian, the Boho look is characterized by generally feminine elements, mixed with a eclectic and laid back vibe. Not quite as energetic or "pink" as other "boss babe" aesthetics, this one feels more like a inviting home radiating with comforting and organic energy.
