Composed By Cass
Role: Brand Designer
Client: Cassidy Lappin (Author)
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Developed a cohesive brand identity for an adult dystopian writer, translating her voice and storytelling style into a visual system that feels earthy, muted, and minimal.
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Designed full brand identity across social, print, and digital platforms
Created hand-drawn illustrations to reflect the tone of her writing
Developed website design and visual direction for online presence
Built social media templates aligned with her voice and messaging
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Results:
Established a distinct and recognizable author brand
Strengthened audience connection through cohesive visual storytelling
Created a flexible system for ongoing content, promotion, and growth
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Brand Identity • Illustration • Art Direction • Social Media • Web Design
I began by researching and creating a moodboard that reflects Cass’s brand mission and visual tone. The concept leans into muted forest greens paired with timeless, classical typography to establish a refined and grounded identity.
Based on research and conversations with Cass, I sketched initial logo and icon concepts that evolved into the final designs through refinement. I focused on incorporating hand-drawn elements throughout the branding to add character and reflect Cass’s love of drawing and writing.
The strongest concepts were refined into the final logo system through a series of revisions. Each refinement focused on improving spacing, design, and brand consistency while preserving a handcrafted and personal feel
Main Logo
Secondary Logo
Alternates
A key part of the branding was the integration of hand-drawn elements. These details were intentionally incorporated to add warmth and personality, while also reflecting Cass’s love for drawing and writing. This layer helps bring a more human, expressive quality to the brand identity.
Brand Colors
