—MESSY MOMMY
From Mess to Message
Khrystyn, working mom of three living in Hawai’i was looking for a mommy-makeover with her blog and instagram. In the saturated world of mom bloggers, Khrystyn was looking to lean in to her own unique voice and style but she also needed a brand built around her busy life.
01
BRAND STORY
The Messy Mommy brand captures Khrystyn’s unique, quirky and vibrant style—giving her a professional yet playful platform to share her perfectly imperfect life.
02
LOGO
Since Khrystyn is what makes her brand unique, we incorporated her likeness into the logo for a fun, yet recognizable mark that could also be used flexibly as an avatar or logoicon. Nested into the clean lines of classic, bold type, the logo is the perfect marriage of professional and playful.
03
DESIGN ELEMENTS
The color palette is fun, bright and playful. Neutrals and modern black and white accents make for a cool, graphic aesthetic.
The icon system includes custom avatars for each member of Khrystyn’s family, even the family cat.
To capture the “messy” aspect of her brand’s personality, we added a brush-painted element that Khrystyn could easily (and quickly) incorporate into her graphics.
This brush element would also take some of the pressure off of Khrystyn when capturing images for her blog and instagram. Even with less-than-perfect photos shot on-the-fly from her phone, she could create quality branded posts and content. In fact, she made all of these blog thumbnails below after one quick Zoom training session.
The typography we chose is bold but also affordable for a brand built on a budget. It features two fonts: one sold and one outlined that when paired together create a strong, graphic brand. The boldness of the type also allows Khrystyn to create visual content that is not dependent on photography for days when she is busy balancing mommyhood.
04
BRAND VOICE
The messaging played on the “messiness” of momming with phrases like ‘Hot Mess’ or campaigns like #messymommymondays. We also encouraged Khrystyn to lean in to and share the real, messy (and often humorous) moments of mom-hood in her own unfiltered and honest way.
05
BRAND ACTIVATION
The Messy Mommy blog is the cornerstone of the brand and where it will be most activated. We moved the blog over to Squarespace so Khrystyn could easily edit and manage the website on her own.
We modernized the blog with a bold, responsive layout and strong graphic presence. So that Khrystyn could create her own custom graphics for her blogs posts, we set her up with photoshop and Canva templates.
As a mom-blogger, we knew Khrystyn would be reviewing products, so we created “Messy Mommy Approved” icons and envisioned how the brand could be used to create mommy merchandise in the future.
“Hands down Ashley goes above and beyond with the work that she provides. Not saying this because I know her personally, but I can tell the amount of dedication she has for each of her clients no matter how big or small. You can be confident that you'll get a brand that you'll love.”
—KHRYSTYN HUYNH
Mom Blogger