Be Moxie

Design

Be Moxie Design

Dream Sketch

Creative direction, brand positioning and brand system for a premium experiential outdoor lifestyle brand in Botswana, South Africa

“

What stood out most was her unusually strong grasp of the brief. There is a subtle excellence in the work .It feels sophisticated through typography, spacing, colour, and restraint rather than loud luxury cues.

— JOSEPH MUSONDA
FOUNDER OF DREAM SKETCH

Britta did an excellent job on the Dream Sketch brand identity. What stood out most was her unusually strong grasp of the brief. She understood the refined, atmospheric, premium direction I wanted and translated it into a cohesive visual system without making it feel obvious, overdesigned, or cliché. There is a subtle excellence in the work .It feels sophisticated through typography, spacing, colour, and restraint rather than loud luxury cues. She was also very helpful with practical refinements like Facebook-ready files and font licensing guidance. I genuinely appreciate the care she put into the project and would be happy to work with her again."

CREATIVE DIRECTION

Overview

Dream Sketch is a premium outdoor lifestyle brand rooted in Riviera leisure and curated living, founded in Botswana and built for expansion across Southern Africa's luxury hospitality and homeowner market.

Led brand strategy and full visual identity development from concept through final delivery. Translated a world-building brief into a cohesive, editorial identity system built on typographic authority, atmospheric restraint, and long-term scalability.

Opportunity

Dream Sketch had a clear vision but no visual language to express it.

The objective was to build a brand identity system strong enough to anchor the brand's entry into the Southern African luxury market while laying the foundation for future expansion into hospitality, packaging, and lifestyle retail.

Creative Direction

Developed full brand strategy including purpose, vision, positioning, audience profiles, and tone of voice.
Designed three distinct visual identity concepts, each built around a unique typographic direction, guiding the client to a confident final direction.
Designed the full logo suite: primary wordmark, secondary stacked lockup, and submark.
Developed a restrained color palette with defined usage hierarchy across print and digital.
Designed business card system optimized for premium print finishes.
Created editorial social media templates and Facebook presence assets, optimized for mobile.
Delivered comprehensive brand guidelines covering logo, typography, color, and layout principles.

Outcomes & Impact

Delivered a complete, scalable brand identity system across logo, typography, color, print, social, and digital applications.
Client identified the identity as capable of extending into hospitality, packaging, catalogues, and broader lifestyle markets.

Brand Strategy & Positioning
Visual Identity System
Logo Design & Submark Development
Typography Direction & Licensing
Color Palette Development
Brand Guidelines
Business Card Design
Social Media IDENTITY Design
Editorial Art Direction

Project Scope