The logo carries both jobs at once. A secondary graphic mark draws the letters L and C into the shape of a face, making the brand feel immediately human without leaning on anything decorative for its own sake. It earns the friendliness rather than just performing it.

Colour does similar work. A rusted red grounds the palette in Maddie's own directness and energy, while off-whites, dark greens, purples, and browns pull in the warmth and texture of the natural world she gravitates toward. Together they build a palette with genuine range.

Typography follows the same logic. Sophisticated enough to signal craft, but with enough character to avoid feeling borrowed from somewhere more corporate.

To make it all sustainable, we developed an autonomous design system for social. Not a set of rules for Maddie to remember, but a working framework her team can move inside confidently, keeping the brand consistent as the business grows.