Forward Guidance


Forward Guidance is a soon-to-be-launched accessory brand specializing in bags for the working professional. 

Working hand in hand with the founders I set out to create a brand identity that they and their target audience would relate to. The work consisted of creating a logo + mark, a color palette, selecting brand typography, and iconography direction.

All of this was then compiled into a comprehensive brand guidelines document with various rules for application, the color system, and the typography system. The document also included photography guidelines for product shots, lifestyle photography, social media including composition, color palette, and lighting.


Photograph credits: Thomas Lohr, H&M, backpack image unknown source. Bag renderings: Studio Bye Bye 

© 2022 Elisa Michelet

Mark