Natalie Pryce of Pryceless Consulting is a service-minded business & career strategist whose mission is to impart clarity, inspire collaboration and ignite (the) potential in people, businesses, cities, and teams. Our primary challenge with this project was developing a brand that deliberately appealed to a wide and complicated base of ideal clients; everyone from young women in the gig economy to seasoned business executives. I personally wanted to develop a brand that captured Natalie's magentism. To accomplish this, our research suggested we keep the colors warm and 'modern' and the font choice sleek and solid. These contrasts producted a wordmark and overarching brand that is as confident and authoritative as it is relevant and approachable.