Samantha Gadd's brand development
Samantha Gadd’s branding project focused on developing a new personal brand identity that would become one of three key brands within a larger Brand System. The visual identity was designed to sit alongside and complement the Humankind and EXDS brands while establishing Samantha Gadd as a credible and inspiring voice with a clear strategic vision. Working alongside the Five and Dime team, the project explored how a personal brand could feel both refined and approachable across digital and presentation platforms.
Credits
Project director: Shadoe Stone (five and dime)
Clients
five and dime
Deliverables
Brand identity, design system development, website look & feel on Figma
Summary
Mission
To translate Samantha Gadd’s values, leadership style, and strategic perspective into a visual language that felt confident, human, and adaptable. My focus was on creating a cohesive identity system that could support future growth while maintaining alignment with the wider Brand System. I aimed to explore visual directions that balanced professionalism with warmth, ensuring the identity could communicate clearly across different touchpoints and audiences.
My Contributions
I developed and refined multiple creative directions before producing the final visual identity system. My contribution included designing the wordmark, defining colour and typography systems, and creating supporting brand assets such as icons, presentation templates, and social media tile explorations. I also established visual devices and shaped the website’s look and feel in Figma, ensuring the identity remained flexible and visually consistent across digital applications.