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NEon noir interior design
Case Study
Industry + Location
Interior Design and Remodeling
HQ in Salt Lake City, UT
Project Scope
Branding Identity + Strategy | Website Design | Copy | Packaging Design
Results + Impact
TBD
Website
www.weareneonnoir.com
client overview
When Brenda Daly approached me, she was preparing to publish her memoir "I Got Up" —a raw and powerful memoir about losing her son, Kevin, to the complications of a Traumatic Brain Injury (TBI) and addiction. As a grief educator, speaker, author, and former LCSW, Brenda’s mission was to break the stigma surrounding these often misunderstood deaths. She didn’t just need a website; she needed an identity that reflected her story of grief, resilience, and hope. Brenda is a voice in the women’s memoir space, and she was ready to amplify that voice—but she didn’t know where to start.
The tricky part? We needed to to strike a balance between looking professional and staying approachable, warm but not overly positive. She didn’t want her brand to feel overly happy or optimistic, because that’s not the reality of grief. She isn’t about silver linings or forcing a smile. This is not the real work of healing and honoring grief. At the same time, she didn’t want to seem overly dark or unapproachable. The tone needed to reflect her truth: grief is messy, but there is also resilience and hope.
the challenge
She isn’t just selling a book — she is building a community, starting vital conversations about grief, and offering her story as a lifeline to others.
The Goal
she needed a cohesive brand that would extend far beyond the book—a brand that reflected her as an author, speaker, and grief educator.
Our mission became clear: build a brand that honors her son, Kevin, and tells her story of loss and strength, all while making her approachable and professional. We wanted to help Brenda create assets that would allow her to show up fully, whether online or in person. This meant designing a website, business cards, a book cover, slide decks, and more—each piece a reflection of her personal brand identity.
The SOLUTION
We didn’t just create a website or slap together a book cover. We built an entire identity that captures the rawness and depth of her journey.
Using the Paper Panther Brand Coaching Method, we started by developing her brand identity. We created a color palette that felt warm and comforting—never too bright or happy, but never too dark either. The custom marks and illustrations told her story visually, with birds and flowers symbolizing her connection to Kevin, joined at the root. These aren’t just pretty designs; they are deeply personal, representing the raw, unfiltered nature of grief.
Her book cover became a powerful symbol of resilience. Inspired by the Japanese art of Kintsugi, we used the image of a broken bowl, with golden seams that represented Brenda’s healing. But instead of just a broken bowl, we filled it with pieces of her life: a photo of her and Kevin, his baby shoes, flowers from a moment when she could "see in color" again, and a winding road symbolizing the journey of grief. The turquoise color that speaks to Brenda, is highlighted to show the resilience that is also a part of the story of possibility in life. It isn’t just a cover—it is a visual narrative that makes readers stop, look, and feel connected to Brenda’s story.
The results
Brenda went from feeling unsure and anxious about her brand to standing confidently as an expert in her field.
Now, with a cohesive brand identity that flows from her website to her in-person engagements, Brenda is recognized as a professional grief educator and author. Her audience sees her as approachable and real, someone who doesn’t sugarcoat the realities of loss, but who also shows that there is life after grief.
client testimonial
If you're on the fence about working with Genevieve, you can trust her completely—she's amazing at what she does.
Now, my business looks professional but still inviting, which has had a huge impact. I’m incredibly pleased with the entire project—my book cover, website, and brand identity. One of the best compliments I’ve received was when someone told me the cover was so good that just looking at it made them want to read the book!
Working with Gen was such a joy. She’s creative, thoughtful, and truly listened to everything I shared. She took my ideas and transformed them into something amazing. If you're on the fence about working with her, you can trust her completely—she's amazing at what she does."
- Brenda Daly, Author & Grief Educator
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