brand reveal: madison fichtl lifestyle blog

Happy launch day! I’m absolutely thrilled to showcase this brand design with you - it is one I’ve been dying to share since day 1, and I hope you love it as much as I do!

Madison first approached me about her brand design in August, as part of my exclusive Fall Special! I was delighted to see her name pop into my inbox, especially after learning she was interested in stepping away from her VA business in the interest of embracing her passion for lifestyle & fashion blogging. While we knew it would be a bit challenging to shift her audience’s mindset, I was confident they loved following her journey thus far and a new brand would only help solidify her in this space.

Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Logo and Brand Design by Kindly by Kelsea

Madison says it best in her own words, which she shared on her blog today!

“I started my business helping creative entrepreneurs achieve their dreams and conquer their to-do lists. I’ve learned firsthand that it’s not always easy to go after your dreams alone.

I used to push myself to the brink of collapse in order to avoid what I saw as failure. Slowly, I’m getting better at listening to my body and taking care of my needs. While I still continue to work with a handful of clients in this capacity, my true passion is using my lifestyle blog to help women, of all sizes, feel comfortable in their own skin.

And life is way too short not to follow your passions. To do what you love - and that is just what I plan to do.”

#yougogirl, am I right?

Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Logo and Brand Design by Kindly by Kelsea


Madison and I hopped on a call, where she spoke of her heart for blogging and shared some unique tidbits about her story. We discussed her ideal reader, and determined she is more laid-back than permanently polished, a unique combination of easygoing + motivated, and a bit of a homebody when it’s all said and done. Her reader loves Madison’s approach to celebrating beauty and style for all sizes, and she looks for brands that make her feel treasured and welcome. For this reason, we opted for a relaxed, handwritten script, organic color palette, and a slightly vintage appeal in her custom stamp - all approachable, somewhat familiar, but encouraging in nature.

Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Brand Mood Board and Color Palette by Kindly by Kelsea
Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Logo and Brand Design by Kindly by Kelsea
Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Logo and Brand Design by Kindly by Kelsea

One detail within Madison’s story that particularly caught my attention was the time she spent living overseas in Germany with her German husband. Knowing it’s a place that’s extremely special to her (and one that her readers love to hear about!) led me to incorporate the national flower of Germany into her brand design. As Madison herself writes, “With simplicity and elegance, [the cornflower] shows my new heritage, my newly gained life experience and my better half.”

Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Brand and Pattern Design by Kindly by Kelsea
Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Pattern and Brand Design by Kindly by Kelsea

As part of her brand package, I also created a custom icon set for use on her website and social media platforms. Each of these icons were hand drawn and purposely incorporate elements unique to her brand - like the outline of her pup! (Fun fact: This silhouette was drawn directly from an image Madison emailed me of her doodles!).

Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Logo and Icon Design by Kindly by Kelsea
Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Logo and Brand Design by Kindly by Kelsea
Madison Fichtl Fashion and Lifestyle Blogger Des Moines Iowa: Business Card Design by Kindly by Kelsea

I would absolutely love to know your thoughts on this special brand design! If you’ve been considering a rebrand for your business, there is no time better than now to set up a time to talk. My calendar is booking up for 2019 already, and I would love to make sure you have a spot to work alongside me! Email me at kelsea@kindlybykelsea.com to schedule a time for us to talk.

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Kindly,

Kelsea