Creator and social marketing brands often let their content do the heavy lifting, leaving their own identity as an afterthought. The result? Forgettable logos, generic sans serifs and predictable colour palettes. With Östvik, we wanted to go the opposite way. Working with Josefine Östvik on the identity for her creator marketing consultancy was all about building a brand as distinctive as the person behind it: one that balances senior expertise with the warmth, honesty and confidence she brings to every client relationship. At the centre of the identity is a custom brandmark, an Ö and an S drawn as one continuous, flowing form, like a signature rather than a logo. The curves are inspired by the coastline of Stockholm's archipelago, and by what Östvik actually means in Swedish: East Bay. The wordmark sits alongside a refined serif with nostalgic warmth and quiet character, chosen to feel considered rather than corporate. Around it, a set of six hand drawn illustrations, each rooted in Swedish and creator culture themes, bring in a layer of care and humanity that keeps the system from ever feeling too polished or corporate. The colour palette draws on Swedish heritage and craftsmanship. Coffee black and chalk white form the foundation, evoking old paper and ink. A Swedish blue accent brings contrast and a sense of place, a nod to Sweden's national colour. Butter yellow and blush pink round out the system, warming it up further and giving Östvik more flexibility across different touchpoints without ever losing its identity. Together, these elements give Östvik the foundations to become a truly memorable and human first marketing partner.