the gist
As the business vision shifted, the brand architecture needed to as well, starting with a north star to align it all.
Taylor Leë Andorfer is a powerhouse entrepreneur, having started her first business in her teens. With a range of current offerings including a coaching business, a professional community, and a podcast, each grew individually — managing the portfolio became a burden and no longer aligned with the reimagined vision.
The challenge was to reconsider her brand extensions to create a more cohesive system that allows each to shine while streamlining for growth.
What are we working with?
We began by getting everything on the table: the current structure, the vision for the future, the visuals associated with each offering, and how it all connected.
She came to the project with the decision to make "Harmony in the Hustle" the new parent brand, shifting the previous parent, "EntrepreneuHER", to her community focused on the experience of entrepreneurial women.
This intentional shift was strategic but also organic: her core audience had evolved beyond the limiting boundaries of having "HER" in the name.
We then went thorough a process of sharpening and visualizing the art of the possible, starting with understanding the nuances of each of her unique audiences.
Brand personality and external clarity followed to inform a strategically aligned mood board that guided the overall spirit of the creative direction we took.
brand heartbeat
Heart-centered business savviness. Polished, earthy, with subtle shimmer.
A single mark with a story that can be told through each brand extension.
Built from the letters H+I+T+H (Harmony in the Hustle), the mark is prestigious and sophisticated, while aligning with her approach of intersecting professional and personal life, rather than drawing firm lines to separate them.
Evolved from her previous color palettes, the updated approach is refined down for a more effective and cohesive presentation, supported with a warm group of secondary colors for call-to-actions and tasteful accents.
This project was focused on the logo system, but we did lightly touch on some stylistic cues for the overall brand, which will embrace nature-inspired patterns and imagery to add an organic touch of fierceness to the overall fashion-forward styling.
Results
Our collaboration enabled Taylor to organize her brands with a smart, strategic, and authentic system.
With her brand transition just getting started, I look forward to supporting this entrepreneurial beast to take over her market with sincerity, authenticity, and feminine fire.
client feedback
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Taylor Leë Andorfer
Founder, coach, speaker
Harmony in the Hustle
