It’s Time to Rebrand Angell Designs
When Aesthetics Clash with Accessibility
There’s something deeply personal about a brand, especially when you are the brand. It becomes an extension of your voice, your values, your energy. But what happens when that extension starts to feel like a distortion?
That’s the question I’ve been sitting with lately.
And after a lot of reflection, feedback, and inner friction, the answer is clear:
It’s time to rebrand Angell Designs…
Again!
Not because I’m restless.
Not because I’ve outgrown my services.
But because the heart of this brand, the part that says you belong here, is no longer beating in sync with its design.
Branding is a Living Thing
Let’s start with something I hold close:
Brands are not static. They are living, breathing reflections of who we are, who we serve, and what we stand for.
That means they evolve. They shift. They grow with us. Or at least, they should.
When I last rebranded Angell Designs, I was in my era of self-expression. I wanted something fluid, creative, a little romantic. I leaned into softer tones, expressive typography, hand-drawn flourishes. It felt right at the time. It felt like me.
But lately, that same design has started to feel like a costume.
A beautiful costume, sure. But not one I feel comfortable wearing anymore — and more importantly, not one that everyone can access.
The turning point came from the most unexpected place: a font.
Specifically, the script font that’s been central to my brand identity.
At first, I loved it. It was whimsical, handmade, full of personality. But over time, I started hearing gentle feedback from clients and followers:
“It’s hard to read.”
“I can’t make out the words on mobile.”
“The cursive feels inaccessible to my dyslexic brain.”
And they weren’t wrong.
The more I looked at my brand through the lens of inclusivity, the more I saw how a design choice made to evoke emotion was now creating a barrier. A visual tone that once felt creative had become confusing. What once felt expressive now felt exclusive.
That realisation shook me. Not because I chose the “wrong” font, but because I hadn’t interrogated the impact of that choice.
Why would I consider it for my clients, but not myself?
And if there’s one thing I never want my brand to do, it’s exclude the very people I claim to design for.
The Real Work of Inclusive Branding
This goes beyond typography. It cuts to the core of how we design for humans, especially those who don’t fit the default mould.
Accessibility in branding isn’t just about alt text or colour contrast (although those matter deeply).
It’s about emotional accessibility. Cognitive accessibility. Cultural and sensory accessibility.
It’s asking:
Who can comfortably engage with this brand?
Who might be left out?
What assumptions am I making about how people process information, navigate design, or interpret emotion?
And most importantly:
Am I designing in a way that truly aligns with my values or just my preferences?
Rebranding as Realignment
So no, this isn’t just a refresh.
This is a realignment. A commitment to rebuilding the visual, verbal, and emotional language of Angell Designs to reflect what I believe in most:
Accessibility is care
Clarity is power
Design should always make room for difference, not demand conformity
This rebrand will reflect a shift toward:
Cleaner, more legible typography
Simpler, more grounded visuals
A tone that feels just as spacious as it is strategic
Systems that are easier for clients to use, learn from, and implement even on their worst day
Because when I say I design for humans, I mean all humans. Not just the ones whose brains or bodies work “the way they’re supposed to.”
You might be here because you’ve worked with me, followed my work, or are navigating your own rebrand. If so, here’s what I want to say to you:
Growth doesn’t always look like expansion.
Sometimes it looks like refinement.
Sometimes it looks like letting go of the beautiful thing you made so you can build something better.
This rebrand isn’t a detour. It’s a deeper homecoming. It’s me choosing design that doesn’t just look like me, but feels safe and accessible for the people I serve.
What’s Next for Angell Designs
Over the coming weeks, you’ll see:
A simplified visual identity grounded in clarity, softness, and accessibility
A refined service structure that better supports small businesses navigating their own growth
More education, resources, and design tools rooted in inclusive strategy
A deeper commitment to design as activism, healing, and human connection
No more brand decisions based on trends and opinions. Only ones based on my truth.
A rebrand isn’t about reinventing yourself. It’s about realigning with yourself.
And if your current brand doesn’t reflect the people you serve, the values you hold, or the way you want people to feel? Then it might be time to revisit, rebuild, and reclaim your space.
That’s what I’m doing with Angell Designs.
And I’m doing it so I can show up better. For you, for me, and for the communities that are too often left out of the design conversation.
Here’s to evolution.
Here’s to designing for humans.
Here’s to what’s next.
