BRAND IDENTITY AND STRATEGY:
Porch Light Media
Foundational Brand Direction & Pitch Design for a New Media Company
Key Objectives:
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Refine visual identity direction from an early-stage concept
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Develop consistent type and color choices
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Create a branded pitch deck for external audiences
Tools Used:
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Adobe InDesign
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Adobe Illustrator
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Adobe Photoshop
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Adobe Acrobat
Porch Light Media is a women-led startup media company seeking to formalize its visual identity and client materials. I consulted on naming direction, selected type and color systems, and designed a foundational pitch deck to support early outreach and partnership development.
Design Outcomes At-a-Glance:
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Helped refine naming and visual tone to balance traditional credibility with a creative edge
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Rapidly deployed three visual directions to guide early brand conversations and align stakeholders
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Delivered a refined standalone pitch deck for early client outreach
Establishing a Visual Direction
To help Porch Light Media shape its foundational identity, I developed three distinct design directions—each including a title slide, two sample content layouts, and a style reference slide. These quick-turn prototypes provided the client with a visual means to respond and clarify their preferences early in the process.
Each direction aimed to strike a balance between approachability and authority, aligning with the team’s goal of appealing to both political clients and Fortune 500 organizations. I also helped restructure the slide content and flow to support clarity, reduce fatigue, and ensure that dense messaging could still be effective when presented without narration.
Naming was a collaborative process. The team shared initial options, and I advised selecting Porch Light Media for its metaphorical clarity, warmth, and rhythmic quality—suggesting both guidance and authenticity.
Deliverables
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Naming consultation
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Brand system for future expansion
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Presentation-ready pitch deck designed for independent distribution
Final Deck
The final deck uses Option 3 as its foundation, refining the initial idea with a bolder color palate, more cohesive typeface choices, and surprising brand elements to encourage visual interest. I organized the final layouts to prioritize clarity and core messaging, reducing noise with negative space and introducing breaks to support narrative pacing.