House of Destiny Brand Identity and Guidelines

House of Destiny Brand Identity Guidelines

House of Destiny hired me to develop a brand identity system that addressed several things – 1) address current needs but allow for growth, 2) acknowledge the previous brand, and 3) identify a generally more modern aesthetic. 

The work for this guide fell into two streams: content/copywriting, and visual design. I created a tone of voice model for the brand and sub-brands, and leveraged my experience consulting brand guides throughout my career to organize the guide in a way that makes the brand accessible and executable. From those two pieces I was able to craft all the copy within this guide (with two exceptions). Simultaneously, I identified a typography hierarchy that leveraged a previous brand font, and proposed colors to fill gaps and modernize the previous palette. 

Once approved, I laid out the copy and content based on the above, and leveraged the new visual guidelines to create a piece of work that serves as a physical demonstration of how to execute the guidelines within.


Hello! I'm Amelia Leicht (that's me in the hat!), a human-centered designer and design educator based in Dallas, Texas. I hold an MFA in Graphic Design and Visual Experience from SCAD and have extensive experience in multiple design disciplines, design strategy, and design thinking. I am known for my commitment to research-driven design, for my ability to communicate across channels and mediums, and for my ability to solve real problems for real people.

My philosophy is simple: I want to do great work, and I want my work to do great things. I’m always looking for ways in which I can exercise my skills in collaborative settings with other cool people who, like me, are relentlessly curious and find joy in the work of design and problem-solving.

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