Role
Brand Designer
Timeline
2025
Tools
Procreate, Adobe Illustrator
Key Story
Research & Strategy
Audience Insight
The studio serves two distinct groups:
Business Clients (ages 30–55)
Seeking clarity and compelling storytelling for brand communication.Creative Community (largely faith-informed)
Drawn to stories that are morally grounded, imaginative, and purposeful.
Pain Points Identified
Ineffective or unclear communication
Storytelling that feels shallow or agenda-driven
Difficulty finding creatives who prioritize integrity
Brand Values
Tradition, Integrity, Diligence, Simplicity, Beauty. These values supported a brand direction that felt timeless yet contemporary.
Strategic Goal
Create an identity system that:
Communicates moral conviction and craftsmanship
Resonates with both corporate and creative audiences
Reflects the belief that stories hold cultural power
Is flexible enough for long-term brand expansion
Process
Concept Exploration
I developed three moodboards representing different narrative territories:
Nautical Adventure
Lost at Sea
A Classic Tale
The final direction blended “Lost at Sea” with classical typographic influence.
Sketching & Symbol Development
Across 100+ sketches, I explored symbols including:
Compasses, sextants, navigational tools
Pens, books, storytelling motifs
Swords and shields symbolizing truth and conviction
Serif and blackletter letterforms
The goal: a symbol that felt storied, principled, and enduring.
Refinement & System Building
After selecting the final emblem, I expanded the system:
Primary, secondary, and monogram lockups
Serif + monospaced typewriter-inspired typography
A restrained, naval-inspired palette
Grid and spacing rules
Mockups for print and digital application
Final Outcome
The Letsche Studios Symbol
The emblem unifies three key icons:
The Pen — Craftsmanship
A symbol of careful writing, creative excellence, and respect for the art of storytelling.
The Sword — Truth
A visual anchor inspired by Scripture, representing conviction, moral clarity, and the belief that story carries power.
The Compass — Purpose
Direction, guidance, and intentionality—both in the stories the studio creates and in how it leads its clients.
Together, they communicate intentionality, moral clarity, and narrative strength—core to the studio’s identity.
Brand Expression
Full logo suite
Typography system
Colour palette
Brand guidelines
Real-world mockups
The identity positions Letsche Studios as a principled, story-driven creative studio rooted in tradition while remaining adaptable for modern storytelling. It communicates trust, strength, and narrative purpose—supporting the studio’s long-term vision: a world where good stories shape both business and culture.