StepStone Strategies
Overview
Process
StepStone Strategies, founded by Laila Luopa, is a consulting business dedicated to guiding clients through strategic planning and impactful decision-making. Laila envisioned a brand identity that embodied her mission: helping businesses grow and succeed step by step. With a focus on simplicity and professionalism, the goal was to design a cohesive and approachable visual identity that would resonate with her target audience and convey her expertise.
Results
The project began with a collaborative discovery phase to uncover StepStone Strategies’ core values, goals, and aesthetic preferences. Drawing from Laila’s inspiration images and her preference for clean, professional visuals, I created mood boards to align on the overall brand direction. Based on the chosen direction, I developed three logo concepts, each with unique elements designed to symbolize progress and growth. After refining the selected logo, I built out a comprehensive brand identity, including a color palette, typography system, and custom pattern inspired by the logo's structure. The deliverables also included a LinkedIn cover photo and a PowerPoint template, ensuring the brand was ready for both digital and print applications.
The final brand identity for StepStone Strategies balances modern professionalism with a personal touch, reflecting Laila's approachable yet expert consulting style. The logo’s clean lines and upward movement convey progress and growth, while the muted yet optimistic color palette reinforces the brand’s trustworthiness and accessibility. The cohesive branding materials position StepStone Strategies as a polished and prepared partner for businesses looking to take their next steps confidently. Laila now has a versatile toolkit to grow her business and connect with her clients effectively.