The visual identity alludes to historical texts, inspired by the heritage of Kelsey’s profession and her penchant for classic literature. Embracing the serendipitous connotations associated with Kelsey’s surname, we created a custom monogram in the shape of a crown. We integrated the monogram into a pattern that references those seen on the inside covers of traditional books. The typefaces we utilized have a contemporary structure with a Renaissance-inspired flair, alluding to the past but providing a modern sensibility. We adapted the idea of footnotes as a recurring component of the brand identity, incorporating unobtrusive splashes of humor and charm in a way that acknowledges her personality without detracting from her professionalism.

Building on the historical references established in the branding concept, we translated the identity to the web while adding unique functionality but avoiding a kitschy interpretation. The navigation is organized as a table of contents, guiding the viewer through the site linearly, as if going from chapter to chapter. When the user hovers over a footnote the corresponding text becomes visually isolated, making it easier to connect the footnote with the phrase that refers to it. Finally, we implemented typographic details often ignored on the web such as lining and oldstyle numerals, ligatures, true superscript numerals, small capitals, kerning tables, and widow prevention.