Grace Baldwin

When Grace first got in touch, she didn’t sugar-coat it: “I rebranded last year… and it was a huge mistake.” Her work (helping B2B tech companies clarify their messaging and sharpen their storytelling) deserved a brand that felt confident, premium, and polished. What she had felt… not that.

She was craving something brighter and bolder, but still grounded and professional. Something that didn’t shy away from personality, or colour.

Enter: the Parisian picnic.

That’s how Grace described the vibe she was after, and I ran with it. We paired deep, cosy hues with soft pastels to create a palette that felt warm, a little nostalgic, and ever so slightly feminine. For the logo, I customised a serif typeface with rough, typed edges- sleek enough for the B2B space, but with softer points that reflected her personable tone of voice.

We wove meaning into every detail. Asterisks and wax seal-inspired iconography nod to Grace’s copy-led approach, while the hand-drawn illustrations brought the whole thing to life- playful, delicate, and full of charm. (The sunnies? Absolute chef’s kiss.)

An absolute dream of a project- and proof that bold doesn’t mean in-your-face, and strategy doesn’t mean boring.