When visuals don’t match your message🥴

Hey Reader,

Sometimes you pick a font or a color and think, “Yep! That’s it.”

It feels fun. It feels like you.

Until you step back and realize... it’s kind of sending the wrong message.

That happened this week while I was working through brand visuals with a student inside the AI Branding Experience, and the lesson was too good not to share.

That reminded me just how powerful the small stuff can be, especially when you understand why it works (or doesn’t).

And honestly? That’s why I’ve been leaning into more behind-the-scenes content lately.

Because when you can see the thinking behind a brand decision... the why behind the what; it starts to click in a way that generic advice just can’t.

If you’re someone who notices nuance, likes frameworks, and wants your brand to actually make sense… this kind of thinking hits home.

Here’s what came up this week.

One of the amazing women in the AI Branding Experience creates homeschooling resources for elementary-aged kids. She has so many great products and is ready to take her brand to the next level.

Her new color palette? Beautiful.😍

Nature-inspired, calm, and approachable. The kind of palette that appeals to both parents and kids without feeling too trendy or too cutesy.

But when we got to fonts, things started to wobble.

She had chosen these playful, childlike fonts. And to be fair, they totally made sense. She creates worksheets and activity pages, so naturally, she wanted her fonts to feel fun and kid-friendly.

But here’s what I reminded her:

Your brand is not your product.

Her worksheets absolutely need to be fun and engaging for kids.

But her brand? That’s what parents see. That’s what builds trust. That’s what makes people say, “This feels aligned with what I want.”

Her brand calls for fonts that feel more grown-up. Still warm and friendly, but clear, professional, and legible.

So we made a shift.

We kept the playful fonts inside her products, where they shine. ✨

And we chose brand fonts that support the bigger message of her business. Calm. Capable. Trustworthy. Still creative, but no more mixed signals.📣

It was a small change.

But it made everything feel more aligned.

Now her visuals tell a clearer story. One that feels cohesive from the homepage to the printable pages. One that honors both her audience and her vision.

If you’ve ever picked a font just because you liked it, but your brand still doesn’t feel quite right… This might be why.

Your visuals aren’t just there to look pretty.

They’re working hard behind the scenes to communicate what you’re about.

And when that message matches what you mean to say?

That’s when things start to click. 🙌

More behind-the-scenes stories coming soon. I’m just getting started.

xo,
Kristin

P.S. If this email resonated with you, hit reply and let me know. I have a feeling you'll love these behind-the-scenes peeks into branding and design, but I’d really love to hear that straight from you. 💛