DANIELA

AUSTIN / CREATIVE DIRECTION

Daniela is a founder, investor, and advisor dedicated to building and growing impactful startups. With over a decade of experience working with venture-backed startups and Fortune 500 companies, Daniela focuses on team performance, leadership, and innovation to transform businesses for good. I developed a brand identity that combined corporate polish with an inviting twist.

Woman with long red hair in a white blazer smiling, wearing a wide-brimmed hat, with blue and peach abstract swirls around her
A woman in a blue suit is sitting with her hand near her face, surrounded by illustrations of a cloud, a ringed planet, and sun rays, against a light blue background.
A visual graphic with various motivational phrases in blue and peach text about the creative process, including words like "I have so many ideas," "Wow! I'm inspired!" and "The Creative Process," along with start and finish labels and decorative doodles.

Our goal was to create a brand identity that balanced Daniela’s corporate expertise with her desire for a playful and dynamic aesthetic. It needed to inspire conversation, foster engagement, and highlight her focus on education and impactful transformation in the workplace.

Words in large light blue font on a light background: Creativity, Innovation, Collaboration, Perspective, Building.
A diagram showing two figures: the first figure depicts the inside of a box with an arrow pointing downward into a 3D perspective square, labeled "Inside the Box." The second figure depicts the outside of a box with the same square shape, labeled "Outside the Box." The image asks "Where do you see your creativity?" at the top.

By incorporating schoolhouse-style hand-drawn illustrations, bold typography, and a refined color palette, the design emphasized Daniela’s dual role as an educator and facilitator. Animated elements like GIFs added movement and energy, making her messaging vibrant and engaging.

A line drawing of a triangle with dots at each corner and a butterfly shape in the center, overlaid with the question 'Where do you see your creativity?'.

Process

✣ Concept Development: Collaborated weekly with Daniela to refine her vision, ensuring the designs aligned with her goals.

✣ Design Execution

Typography: Selected bold, modern typefaces to balance professionalism and playfulness.

Color Palette: Developed a refined yet approachable palette that conveyed energy and warmth.

Illustrations: Used hand-drawn, schoolhouse-style illustrations to emphasize her educational focus and add personality.

✣ Dynamic Elements: Created moving GIFs to inject motion into her branding, enhancing engagement on digital platforms.

✣ Finalization: Delivered a cohesive branding package with website designs and social media assets that were ready for implementation.

Inspirational quote reading "I move, therefore I am" with abstract blue and peach scribbles and swirls in the background.
The image displays a blue background with the word 'Circles' in large white letters, featuring a pink orbiting line around the text. In the top left corner, there is a black and white Autodesk logo. Below the word 'Circles,' it states 'A Community Program by MovingExperience' in smaller text.
A presentation slide from Autodesk with the title "A self-sufficient & scalable community." It describes envisioning a high-touch, scalable community of top-tier Autodesk construction clients built through ongoing connection, mutual support, and innovative education. The slide lists goals such as nurturing advocates, creating listening tools, driving retention, delivering organic content, building a diverse community, leading industry solutions, and demonstrating effective thought leadership. The slide is branded MovingExperience and is page 9.
Simple line drawing of a person holding head with a panic or headache symbol and a speech bubble

This project stood out for its unique challenge of blending corporate professionalism with playful design. The use of dynamic visuals, illustrations, and movement brought Daniela’s story to life in an exciting way, capturing the essence of her approach to leadership and education.

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