ABOUT THE CLIENT

PS: Alex offers freelance project management to businesses here in the Twin Cities who are in need of a "plus one" to their previously existing team. Alex swoops in to save the day on “never ending” projects and gives them momentum, while giving her clients a fresh perspective, good communication, and strong attention to detail… all while getting things done efficiently, well, and with enthusiasm. She turns chaos and messiness into order and completion, and makes that transition process enjoyable and stress-free. Nothing is left unfinished when you’re in Alex’s hands!

With a focus on portraying a sense of confidence, polish, and timelessness, we set out to create a memorable personal brand for Alex that blended her love of the modern minimalist style with warm energy. The colors do this perfectly, with neutrals paired with a deep maroon and a fun muted yellow. The typography is bold and feminine with customized, overlapping and staggered letters representing the "organized chaos" nature of her job and the fun personal touch that she brings to all her projects.

And the butterfly... oh, the butterfly, designed to represent the transformation Alex brings her clients' projects through and ties back to her tagline (and what PS stands for), "Positively Surprising." I can't get enough of the transparent scribble texture that makes the butterfly look like it's fluttering.