Fun & Feminine Branding for Online Course Pretty Focused

Stephanie and Melodee are the founders of Pretty Focused, an online course that teaches women how to master food photography and launch their own businesses as content creators for bloggers. Their team has helped many students successfully launch their own profitable businesses. 

Melodee and Stephanie had been selling The Pretty Focused Course for two years with just a sales page and social media presence. They were ready expand their offerings and grow their brand with a full website, starting with establishing a solid brand foundation.

Brand Strategy

Melodee was a wedding and family photographer who was exhausted from constantly finding new clients and working nights and weekends. Stephanie was a successful food and craft blogger who was becoming burnt out trying to create new content, photograph her projects, and work on the business side of her blog. Both of them wanted to be able to support their families while also staying home with their kids. 

When Melodee started regularly creating and shooting content for Stephanie’s blog, they found that both of them were able to make more money and spend more time doing what they loved without sacrificing time with their children. They created the Pretty Focused Course to help other women do the same.

Melodee and Stephanie knew they had a great product, but their messaging had become a bit muddied. The Pretty Focused Course is fantastic, but it’s not what the Pretty Focused Brand is selling. What they are really selling is that women can be creative, own their own businesses, and earn a substantial income while staying home with their kids (and without joining an MLM company.)

You want to be present with your family, but you also want to provide for them. Our food photography course will help you create a career that lets you do both, from your very own kitchen.

Brand Design

The Pretty Focused brand is friendly, creative, and feminine. The bright color scheme appeals to the Pinterest-loving women in the Pretty Focused target audience. The primary logo consists of custom typography with rounded edges to add friendly personality and an overall rounded layout to visually hint at the “focused” aspect of the brand name.

Since the Pretty Focused brand will be applied over a wide variety of social media and educational materials, I created a few additional submarkets as well as some graphics specific to their course. I also created templates they can apply across their educational resources.

Brand Collateral

Stay tuned for their new website, launching soon!