Wayward Kind

A new brand identity for the marketing mapmakers

Lead Designer
Brand Identity Design Style Guide Branded Collateral Website Styling

Project Brief

The marketing firm, Jules Taggart Marketing, was evolving with an expanding team and clientele. The principal had renamed her firm to Wayward Kind but she needed help capturing the meaning and visual style of her company’s new identity.


This was one of the first rebrands done in Four Fin’s sprint-style, Brand Sessions. In just three days Four Fin’s founder, Jen, and I worked closely with Jules to better define the meaning and visual identity behind the new firm name, Wayward Kind.


The result was a nimble, unique, and friendly brand identity that pinpointed the human and individual approach that Jules and her team brought to their work. In addition to creating a new brand identity, we developed a set of brand elements the Wayward Kind team could use to implement their new brand across key experiences.

Additional Credits:
Jen Derks (Creative Director) Four Fin Creative (Agency)