Client
Kelclight
Brand Direction
Affiliate Collages
Social Media Graphics
about
Kelsey (aka Kelclight) started as a blogger in 2017, posting about fashion, beauty, recipes, fitness & everything in between. As time passed and her passions changed, my platform changed with it. Today, she’s dedicated to celebrating body love and encouraging open conversations around mental health.
As someone who’s been curvier all her life and previously struggled with dressing herself, she understands the importance of learning how to dress YOUR own body shape, and the huge confidence boost that comes with it. So she made it my mission to share fashion online and help other women in similar situations—while keeping her followers up to date on other fun stuff from my everyday life, like random recipes, home decor finds, cute moments with her dog child Blu, and more things that make Kelsey, Kelsey.
We worked together to rebrand her blog, and continue to work together with ongoing LTK, email marketing, IGS, and more.
Kelsey’s branding is polished yet approachable. It’s cohesive, curated and chic, but still carries a warmth that welcomes the viewer, supporting a genuine sense of connection and trust. The aesthetic is distinct and versatile at the same time to seamlessly serve as a backdrop for a wide range of content. Font mixing, playful layouts and varying opacities add a fun edge that brings the visuals to life, while intentionally imperfect details like blurred imagery, embossing, distressed edges and layered textures lend a comfortably worn-in feel to balance the aspirational vibe with an air of relatability.
The logos and submarks toe the line between refined and casual—but always look chic. They’re current yet timeless, rather than overly trendy, that feels effortlessly iconic, plus an edgy-minimalist san serif and some script for a personal touch. Juxtaposing strong and delicate features, the designs would translate just as well to social media and merchandise as they would on a classic website.
