New Brand Design for the Society for Creative Founders


When Kristin Wilson reached out to me a couple months ago to help her with a top secret branding project for the Society for Creative Founders (SCF), I literally asked her, “Are you sure??” 😂

Kristin and I attended SCF (then known as Stationery Academy) together in 2015, which shortly thereafter underwent a rebrand and rename to the Society for Creative Founders.

Last year, Kristin, an extremely talented stationery designer of Grace and Serendipity, stepped into the role of owner of SCF, and has done a remarkable job fostering the community of creative founders, with a wealth of tools, knowledge and resources, and a refreshing honesty about life as a creative entrepreneur.

As an SCF alum, I hold the creative founders community near and dear to my heart, and have the utmost respect for the community and everything that it stands for. But even though I am a conference alum, I have always felt more like an SCF fan girl rather than a member of the community. (I literally felt like I was meeting stationery/design celebs when I attended the conference… but in all reality, I was!)

So when Kristin reached out to me about giving the SCF brand a refresh (from a whole community of *extremely* talented designers), I was quite honestly, a little stunned. I have a tendency to doubt myself, and although I was beyond thrilled and honored to be asked, I was hesitant. To be totally transparent, I didn’t feel qualified for the job. 

I explained to Kristin that I was a little nervous to take on such a massive, visible brand (especially one that I hold so near and dear to my heart), but she reassured me and made me feel like a million bucks with these words right here: 

So many of your branding projects have made me “ooh” that I have thought you were the perfect person I wanted to reach out to about this as your design aesthetic is what I’m going for here.

Now, let's be clear: I'm not sharing Kristin's words to show off her compliment or to toot my horn. I'm sharing them to show how silly it is to doubt yourself. 

It's so easy to feel inadequate as a designer in the digital age. (Or as any kind of maker, artist, or creativepreneur.) There are hundreds of talented brand designers on Instagram and Pinterest, and it's so easy to get caught up comparing yourself and to feel like everyone is doing it better. 

Kristin reaching out to me was the exact kick in the butt I needed to remind myself, I got this. There's a lot of us out there doing it well, but each designer brings something different to the table, with a style and aesthetic of our own that attracts our own ideal clients. And that applies to whatever industry you are in! 

I had SO MUCH FUN working on this project with Kristin. It can get lonely as a solopreneur, so it was a refreshing change of pace to work hand in hand with a fellow designer, bouncing ideas off each other and getting googly eyed over fonts. It was also nice to work with somebody who analyzes every detail as much as I do! We put a lot of love and thought into every last design decision: 


I was so happy to hear that Kristin wanted to keep the current SCF logos, which were designed by the incredibly talented Kelsey Baldwin of Paper and Oats. The primary logo, alternate logo and submarks are pure perfection, and a redesign would have been a huge injustice to the brand. (And let's be real, to redesign those logos to any better than they currently are would have been an impossible task!)

Color Palette

For the color palette, Kristin wanted to bring back in some of the hues from the original Stationery Academy palette. As a Stat Acad alum, this little throwback thrilled me! 

Here's a progression from the original Stat Acad palette, to the 2016 SCF rebrand palette, to the brand new 2018 palette: 


I love the way we blended the two original palettes into the perfect, happy combo! 


Kristin knew from the start that she wanted to use Kelsey's submarks to create a pattern totally unique to the SCF brand. 


Each submark represents a different pillar of the SCF Course (Your Core, Your Client, Your Brand, Your Call, Your Money, Your Plan), and I loved the idea of designing a pattern that represents each facet of the SCF community. 

When Kristin threw this idea out, my mind immediately went to Louis Vuitton — something simple and classic. If you look closely below, you can see each submark in this Louis Vuitton-inspired pattern. (ha!) 


And for real life application, how dreamy does the pattern look as a liner in these gorgeous minty boxes for the SCF conference?? (Leave it to Kristin to make Every. Last. Detail. Gorgeous.)


We also brought in a subtle brush stroke texture and an ombre look to add some more dimension and a pop of color, and I think everything blends together just beautifully. 



We put a lot (and I do mean a LOT) of thought into the typography. We each poured through hundreds and hundreds of fonts to find the perfect choices for the SCF brand. Ultimately, Kristin wanted the SCF brand to feel like a conversation between friends, and I think the fonts that we chose illustrate that feeling perfectly. 



After the branding was complete, the last piece of the puzzle was to create a variety of branded, cohesive templates that could be used for blog posts, Instagram/FB posts, or in Instagram stories. Everything blends together seamlessly and I truly could not love these templates more! 

Brand Board

We put a lot of love and thought into every last design decision, and Kristin sums it all up perfectly here. Here's a look at the completed brand board below! 


So there you have it! The brand spankin' new branding for the Society for Creative Founders. The 2018 SCF Conference kicked off yesterday in Pensacola, FL, and I am totally stalking the #creativefounders instagram feed to see the new branding come to life in all of Kristin's gorgeous details. Keep in mind, we just wrapped up this branding in March, so Kristin has put ALL of these details together in less than a month. She's Superwoman, I tell ya! 

Here are a few of my fave details I've seen so far! (Click to go to the insta post.) Don't mind me, I'll just be over here stalking all this goodness for the next couple days! 

Alright y'all, let me know your thoughts! Do you love the new look as much as we do? Do you ever doubt yourself? Can you start trying to get over that, like I'm trying to? :)