Case Study
My Accent
Coach
Case Study
Overview
My Accent Coach is a language coaching service helping non-native English speakers reduce their accent and communicate with greater confidence in professional settings. When the founder approached me, the brand had no visual identity — just a name and a vision.
The challenge was to create a mark that felt approachable yet professional, warm but credible. A brand identity that could speak to ambitious professionals who take their communication seriously.
Language coaching is a deeply personal service. The brand needed to communicate expertise and results without feeling corporate or cold — and needed to stand out in an increasingly crowded digital space.
Rooted in Gestalt principles, I focused on simplicity and symbolic clarity. Every element — shape, color, weight — was chosen to carry meaning and trigger the right emotional response at first glance.
Process
Defined the brand's core values — expertise, empathy, transformation — and mapped the competitive landscape to find a visual space the brand could own.
Chose a deep navy and clean white palette to convey trust and clarity. Typography balances authority (geometric sans) with warmth — accessible but precise.
Developed a mark that merges communication and growth cues — a symbol immediately readable as human, forward-moving, and professional. Two rounds of refinement based on client feedback.
Delivered full brand guidelines: logo variations, safe zones, color codes, type hierarchy, and usage examples — everything needed to apply the brand consistently across digital and print.
Outcome
The delivered identity gave the client a confident, distinctive visual presence — professional enough to attract corporate clients, human enough to build personal trust. The founder launched with the brand across social media, their website, and coaching materials.
"Maria Rafaela is very professional and I highly recommend her. She has a good understanding of her clients' needs and manages to visually translate what one needs for a brand."— Client review via Upwork