Outlined

2025 • Virtual Assistant • Rebrand & Level Up

Welcome to the Family

The Brief

Abbie came to me at the very start of her journey, before she had a single client or a name she was fully sure about. She knew she wanted to offer virtual assistance to small businesses and she had a clear sense of the experience she wanted to create: professional, trustworthy and genuinely easy to work with.

The challenge was building a brand from nothing that could compete in a crowded market full of generic VA aesthetics, while feeling distinctive enough to be remembered. She also needed the name settling: Outlined came from an exercise where she listed out her reasons for starting the business and it stuck.

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Outlined project showcase
What the studio did

Outlined needed to feel considered and calm, so I built the identity around a muted rose and blush palette with warm cream tones, keeping it neutral without tipping into generic. The primary logo pairs a serif display with a flowing script for “Lined”, giving the wordmark the character she was drawn to without losing legibility. I also created a circular monogram mark for profile use.

I extended the system across business cards, an onboarding welcome pack, Instagram post and story templates, and a website mock-up, giving Abbie a complete, credible presence to launch from even before her first client had signed.

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From the Founder

"I would recommend Emma to absolutely anyone who needs branding done. The way she translated my random thoughts into something so polished, intentional and “me” is honestly wild. Her talent and creativity are next level, and her patience with my “I don’t actually know what I want, but I’ll know it when I see it” voice is honestly award-worthy!"

Abbie Harris

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