Creating a brand design for a digital marketer like Matilda was both an honour and a deeply personal collaboration. We first met during my education in graphic communication, where Matilda was my internship supervisor.
Over the years, we stayed in touch and followed each other through working life and entrepreneurship. When Matilda decided to start her own business at the same time as I committed fully to mine, it felt natural that we became clients of each other.
I was truly grateful for the opportunity to create a personal brand expression for her digital marketing business.
About Matilda Sofia
Digital marketing with strategy and soul
Matilda is the founder of Matilda Sofia, a business offering digital marketing rooted in both strategy and feeling. She brings extensive experience from agency life and has held senior roles within e commerce and digital advertising.
Through close collaborations and a carefully selected network of consultants, she helps businesses grow online. Her approach is results driven yet personal, always guided by long term thinking and genuine presence.
Visual identity and brand design for digital marketers
Matilda wanted a branding solution that felt free, warm and professional. She envisioned an expression inspired by Mediterranean ease, clarity and depth. Together, we created a brand identity that reflects both her inner journey and her role as a digital marketing consultant.
Project scope
- Brand design and logo
- Colour palette with symbolic meaning
- Design concepts for website, delivered as guidance for the web provider
The process behind a strategic brand design
We began by clarifying Matilda’s vision and the message she wanted to communicate to her clients. Early in the process, the butterfly emerged as a central symbol.
The butterfly carries multiple layers of meaning.
- It represents transformation, movement and growth.
- It reminds us that change can be beautiful.
- It is also a symbol of feminine strength and inner freedom.
I explored several butterfly sketches in different forms and expressions. Together, we selected the one that truly captured the essence of Matilda’s brand. In the logo, the butterfly rests with open wings. It has arrived. It feels grounded, confident and fully present.
Colour symbolism in personal brand design
To strengthen the expression, we chose colours with both emotional resonance and symbolic depth.
- Beige is warm and grounded. It signals calm, safety and presence. As a neutral base, it creates balance and allows other elements to breathe.
- Turquoise is a blend of blue and green. It conveys emotional balance, creativity and joy, while also evoking associations with the sea, fresh air and inner clarity. This reflects Matilda’s vision of freedom and expansive growth.
Once the brand identity was complete, we paused the project. When it later became time to design the website, I created visual design concepts that her hosting provider could use as a foundation. I also stayed involved during the process to ensure the details were aligned before launch.
A personal brand expression for a digital marketing consultant
The final result is a brand identity that truly feels like Matilda. The butterfly, the colours and the overall expression reflect a woman who stands firmly in her own power and helps others do the same.
The design is both strategic and soulful. It balances clarity with warmth and professionalism. In short, a timeless brand design for a digital marketer who refuses to compromise on authenticity.
“I am so happy with the result. Erika truly captured the feeling I was looking for with such sensitivity and expertise throughout the entire project. Her knowledge of colour, form and symbolism is clear in every discussion we had. I highly recommend Erika to anyone who wants a unique brand identity where your true self gets to shine.”
— Matilda Sofia
When personal depth shapes the design
This collaboration reminded me of how powerful thoughtful design can be when it is rooted in something deeply personal. Working with Matilda as a friend, colleague and client has been a beautiful example of how relationships and creativity can intertwine.
If you would like to create a visual identity that feels truly aligned with who you are, you are welcome to explore my services here.