As a culinary strategy consultant, Dianne Ma knew the organization and consistency she brings to her clients needed to be present in her own brand visuals and messaging. We set to work on creating a brand and suite of print materials that reflect the guidance and expertise she brings to each project in a confident, engaging way.
We began working together to define Dianne's brand foundations so we all had a better understanding of her services, personality, and vision.
Once defined, we went to work on finding a company name. Because Dianne is more than a chef – working to define cohesive recipes and menu offerings to optimizing kitchen layout and software systems – we stayed away from food-related words.
Instead, we leaned into the idea that Dianne is like a client's muse – by working with her, they would invoke her expertise and generate successful outcomes.
Invoke Hospitality was born.
For Dianne's brand identity, we explored pairing concepts of mythology and magic with strategy and confidence.
The resulting logo blends warmth and bold optimism — the diamond in the O stands for the spark of ideas she brings to the table, the curve of the V stands for protection, and the curve of the K is the guiding line that confidently leads her clients towards success.
The bay leaf crown is a nod to Dianne's family, who would gift bouquets of bay leaves from a tree in their backyard.
PHOTOGRAPHY & PATTERNS