Copywriter Chaya Matty Appel had narrowed her brand down to two attributes: “fun” and “soul.” Our challenge was to create a visual identity that captured both.

The “CMA” logo uses a solid and strong serif font combined with a vibrant, welcoming color palette to reflect lightness with a heavy dose of heart. Carefully selected soulful images throughout the website buzz with connection and optimism. The whole brand experience is whimsical, warm, and emotive.