UMBRA Business & Legal Solutions was founded by Amanda Seykora, a devoted mom and professional with 16 years of executive experience in the banking industry. As her kids have grown older, she craved that freedom to be more present for them. She knew she wanted to continue helping businesses new ways, so she pursued a legal degree online and UMBRA was officially launched.
UMBRA is designed to be a true partner in navigating complicated business and legal topics. Amanda strives to play a role in setting her clients up for success and shaping organizations for the better. While she understands the complicated verbiage and processes, when she speaks with clients, she communicates in simple, everyday language—not overly-complicated legal terms.
The Name
The "umbra" name, by definition, means shadow and it can also be tied to the spiritual realm. Amanda lost her dad not too long ago and this is a nod to him being her guide and spiritual "shadow" as she ventures through this life without him.
Brand Essence
During our brand strategy session, we defined UMBRA's brand story, values, voice, mission, market fit, and so much more. Brand keywords are a great way to get to the "essence" of a brand. For UMBRA, those keywords included:
Adaptable
Passionate
Education
Integrity
Curiosity
Grounded
Project Details
We provided UMBRA with a full suite of branding and design:
Behind the Design
In approaching the visual identity for UMBRA Business & Legal Solutions, we aimed for a look that is polished and refined. It has a touch of elegance and class and was created with a deeper meaning in mind.
The primary logo features a classic serif font that is customized at the base of the R and A that symbolizes the connection Amanda develops with her clients. She takes their hand and walks alongside them in their business and legal endeavors. This also symbolizes a connection with Amanda’s dad. He’s still spiritually holding her hand and guiding her as she navigates her life and makes decisions for her own business.
The icon utilizes the shape of a ‘U’ for UMBRA in a repeating pattern to create the visual of a window. A window is a source of light, it can symbolize having a vision, seeing clearly, and it also can cast shadows which leans into the meaning behind the UMBRA name.
Below is the curated imagery, or mood board, that inspired the design direction.
We also created a few secondary logos and icons (shown below) to create depth, variety and ease of use in all applied spaces and environments.
Brand Patterns & Textures
We created a custom brand pattern for the UMBRA brand utilizing the line work from the icon. We also leaned into the shadow aspect to provide selected textures to use in her collateral pieces and website design.
Brand Colors
The color palette for UMBRA is intentional bold, yet elegant with a nod to nature. The primary colors are evergreen and sage with sky, cocoa and ivory being used as secondary accent colors within the brand.
During the brand strategy phase, I always research the psychology behind the colors to make sure that the impact they will have on our emotions aligns with how we want to impact and connect with the business's target audience. I study individual colors as well as how they interact with each other as a whole to determine a palette that has depth and meaning and stirs up feelings that perfectly align with the brand.
Evergreen: strength, stability
Sage: peaceful, new beginnings
Sky: optimism, trust
Cocoa: warm, nurturing
Ivory: simplicity, luxury
Branding Beyond the Logo
Amanda opted for a brand photoshoot to help elevate her online presence. I can't stress enough how much of a difference brand photos make to bring a new brand full circle!
Once the logos and all visual elements were established, we created a variety of collateral pieces to ensure a consistent experience anytime someone sees or interacts with the UMBRA brand.
To learn more about UMBRA Business & Legal Solutions, visit umbrabls.com.
If you are looking to give your brand a massive glow up, let's chat! Request a free call to learn how we can help you elevate your brand and your confidence as a business owner.
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