An image consultant redefines herself
With a lifetime of experience in both fashion and home decor, Marilee Congo has built a reputation for bringing beauty to life in all that she does. We worked with this trusted style expert to help Marilee better define her role as an image consultant. Together we established a brand strategy, created a visual identity, including a complete logo system, photography direction, typography, and business card design, as well as brand guidelines to ensure consistency across all applications.
The logo for Marilee Congo needed to capture the heart of the brand. Using Marilee’s personal name as her company title gives the business a very personal feel. We wanted the logo design to reflect Marilee’s love of timeless fashion, so we used a classic serif (Didot) associated with fashion brands like Harper’s Bazaar and Vogue in all caps. The logo needed to feel upscale like the luxury, personal styling service Marilee offers her clients. This is reflected in a paired down colour palette of black, white, and gold. What could be more luxe than gold foil on a business card?
A custom icon was created for the Marilee Congo logo by combining the “M” in Marilee with the ‘C” in Congo. The “C” surrounds the “M” much like the copyright symbol to denote Marilee as one of a kind. This type of trademark or stamp is also reflective of high fashion brands. Marilee helps others looks their best, so it’s only fitting to have a brand that best reflects her.