Lisa Hutcheson Brand

Brand, Sub-brands and Visual Language

March 2021 

A multi-layered brand has various arms to sub-divide, offering more.
Lisa Hutcheson’s powerhouse brand is a perfect example. She is a managing director at JC Williams Group as well as faculty at a top Canadian college. With her expertise, she wants to help retailers get strategic direction, support and education, so that they can continue growing their businesses (or pivot). Lisa offers 3 services to help her customers:

Lisa Hutcheson: retail expert, speaker and the head of a retail consultancy

Retail Masterclass: a retail accelerator program created by Lisa (an affiliate program of B School)

Remarkable Retail Teams: HR services - training and coaching in the retail industry

We created a visual identity package for her, to help define her offerings and present her expertise in a manner easy to understand for potential customers. The 3 distinctive services have the overall vibe of Lisa Hutcheson by keeping visual cues while still looking unique - enough to be differentiated.

Visual Identity

The Lisa Hutcheson visual identity consists of the main showcased logo and wordmark to lead.
The wordmark’s overall flow gives an idea of continuation and what is next after a plateau. The script font used for “Lisa” provides a dynamic and personal (signature-like) energy. The complementary font is elegant, yet gives structure due to its stable serifs. It has a chiseled look rooted in trust and history. Furthermore, the letter “H” is ambigram-like as Lisa sees opportunities upside down. The “HE” ligature shows  resourcefulness and teamwork.

The logo is a letter-based mix of (like wordmark) structured, personal, and handwritten. It symbolically represents the contained & structured, yet open-minded (floor-plan like) approach, as Lisa is always finding room for change and growth.

A colour palette derived from the brand positioning and core values helps add a layer to how the brand comes across.

Secondary Visuals

The secondary visual elements include a linear linear pattern based on the concepts of building a hive, coming together, while being structured. Furthermore, the graphic shapes add a collaborative feel where all elements come into place in a unique, supporting and trusting manner.

We designed an email signature, letterhead and PowerPoint presentation template to help launch with a complete look in place.