Hello Moxie Brand Refresh
Creating clarity through scalable brand systems and storytelling
Brand identity, brand systems, iconography
Cohort workbook design
Context
Hello Moxie is a mentorship-based leadership program for women in tech, combining 1:1 mentorship, cohort-based learning, and guided development experiences.
As the brand grew, there was a need for a more cohesive and scalable visual system to support expanding programs, content, and touch points.
Hello Moxie is a mentorship-based leadership program for women in tech, combining 1:1 mentorship, cohort-based learning, and guided development experiences.
As the brand grew, there was a need for a more cohesive and scalable visual system to support expanding programs, content, and touch points.
Overview
Role: Brand Designer (consulting and execution)
Scope: Brand identity, iconography, and program materials
Focus: Creating a cohesive, scalable system across programs and content
Team: Founder and collaborators
Role: Brand Designer (consulting and execution)
Scope: Brand identity, iconography, and program materials
Focus: Creating a cohesive, scalable system across programs and content
Team: Founder and collaborators
The challenge
Hello Moxie lacked a cohesive visual system, leading to inconsistent representation across its growing programs and materials.
Hello Moxie lacked a cohesive visual system, leading to inconsistent representation across its growing programs and materials.
At the core of the brand is The Moxie Method™, a six-stage leadership journey. However, it did not have a defined visual system, making it difficult to communicate clearly and consistently.
There were also existing watercolor illustrations with strong personal meaning, but it was unclear how they could scale or be integrated into the brand long-term.
The challenge was to create a unified system that brought clarity and consistency across the brand—while honoring its emotional foundation and ensuring it could scale across touch points.
Approach
I approached the work by creating a cohesive brand system that balanced clarity, accessibility, and emotional connection.
I approached the work by creating a cohesive brand system that balanced clarity, accessibility, and emotional connection.
Key contributions
+ Developed a unified visual identity across typography, color, and layout
+ Designed a flexible icon system to represent the stages of The Moxie Method™
+ Refined typography and color to meet accessibility standards (WCAG)
+ Created consistency across digital and print materials
+ Established a robust set of brand guidelines
+ Developed a unified visual identity across typography, color, and layout
+ Designed a flexible icon system to represent the stages of The Moxie Method™
+ Refined typography and color to meet accessibility standards (WCAG)
+ Created consistency across digital and print materials
+ Established a robust set of brand guidelines
New Hello Moxie logo
Logo evolution
Rather than a full redesign, the logo was carefully refined to improve clarity and usability across digital and print.
Rather than a full redesign, the logo was carefully refined to improve clarity and usability across digital and print.
These updates maintained brand recognition while creating a more flexible and functional system that could be updated easily across all platforms.
The system includes a primary wordmark and a simplified icon for flexible use across various mediums.
New Hello Moxie icon
The Moxie Method™ — a visual system for growth
Hello Moxie’s core offering is The Moxie Method™—a six-stage leadership journey designed to guide participants from clarity to impact.
Hello Moxie’s core offering is The Moxie Method™—a six-stage leadership journey designed to guide participants from clarity to impact.
Each stage represents a different phase of growth, requiring a system that feels both distinct and connected.
Approach
I designed a flexible icon system that translates each stage into a clear, symbolic visual language. Rather than being overly literal, the icons use organic forms and a consistent hand-drawn style to create a system that feels intuitive, expressive, and human.
I designed a flexible icon system that translates each stage into a clear, symbolic visual language. Rather than being overly literal, the icons use organic forms and a consistent hand-drawn style to create a system that feels intuitive, expressive, and human.
Each icon is built with a shared visual structure—balanced composition, thoughtful line work, and a cohesive aesthetic—allowing the system to scale across workbooks, digital content, and program materials while maintaining clarity and recognition.
Each icon represents a stage in the journey, using natural growth as a metaphor for personal and professional development.
Visual system
To support clarity and accessibility, I developed a visual system that balances expression with readability—ensuring consistency across both digital and print experiences.
To support clarity and accessibility, I developed a visual system that balances expression with readability—ensuring consistency across both digital and print experiences.
Typograhpy
Fraunces adds personality and confidence to headlines, while DM Sans ensures clarity across everyday use. Caveat introduces a subtle human touch, reinforcing the warmth and approachability of the brand.
Fraunces adds personality and confidence to headlines, while DM Sans ensures clarity across everyday use. Caveat introduces a subtle human touch, reinforcing the warmth and approachability of the brand.
Workbook spreads
Color
The color palette was refined as an evolution of the existing system—preserving familiarity while improving contrast and accessibility.
The color palette was refined as an evolution of the existing system—preserving familiarity while improving contrast and accessibility.
Subtle adjustments in depth and saturation ensure the palette meets WCAG standards, while maintaining the brand’s warmth and tone.
Various social media graphics for virtual events and for podcast episodes
Outcome
+ Improved accessibility across typography and color
+ Created a cohesive and recognizable visual system
+ Made complex leadership concepts more intuitive through visual design
+ Enabled consistent application across programs, materials, and touch points
+ Improved accessibility across typography and color
+ Created a cohesive and recognizable visual system
+ Made complex leadership concepts more intuitive through visual design
+ Enabled consistent application across programs, materials, and touch points
The result was a flexible brand system that brought clarity and structure to Hello Moxie—supporting both the growth of the business and the women it serves.