Goodness, am I excited to share this vibrant brand with you today! When I first met Emilie of Buoyant Marketing, I knew she and her business would be something special. She lit up the Creative at Heart conference with a pure energy and zeal for life and is undoubtedly one of the most encouraging, uplifting people I’ve ever known. Ironically though, her former brand ( Emilie Steinmann Creative), did absolutely nothing from an aesthetic standpoint to exploit this “it” factor! Though beautifully composed of neutral hues and clean lines, her brand design wasn’t serving Emilie the way she hoped and, as a result, it sort of fell to the wayside among her target audience.
On our initial brand discovery call, I learned all about Emilie’s background in international relations, her passion for glass art, her recent move to sunny Florida, and her expertise in copywriting and inbound marketing. I knew right away she was in a period of transition, and when I suggested the idea of rebranding all together - a new name, new design, and new clientele - Emilie jumped on board! Business can be a tricky, but if I know one thing, it’s that you must be flexible in order to be successful. Kudos to Emilie for being just that!
Following her client questionnaire, we hopped on a call to discuss the fate and future of her business. I walked her through a resource I provide to clients undergoing transition, and we ultimately landed on a name so perfect I could just die.
Inspired by the warm and tropical nature of the Florida Coast, the Buoyant brand energetically inspires potential clients who seek a fresh take on their marketing strategy . Buoyant, meaning “to stay afloat,” takes on a literal and symbolic representation in the design through the use of water motifs and zesty citrus fruit. Known for being the only citrus that does not float naturally, the Buoyant brand uses the lime, in particular, to represent their ability to take a client’s business and bring it to the top of the industry - something the client is unable to do without their assistance.
It is bold and playful, yet polished and professional, accomplishing a balance that’s both courageous and calming.
With a target audience of women-owned businesses focused on providing health, wellness and eco-friendly products to trend-forward consumers, we knew her clients are drawn to organic packaging with a twist. They manage or shop the likes of Bliss Cosmetics, The Honest Company, and La Croix - all of which are bright, vibrant, and joyful in nature.
Her brand patterns reflect her coastal base, but also have a fun play on Emilie’s personal story and ties to Japan. The wave pattern, in particular, is directly drawn from a Japanese “seigaiha,” which layers concentric circles to represent surges of good luck, power and resilience. I loved incorporating this special tie to a culture so dear to her!