Ketsia St. Armand
FINANCE
Ketsia is a financial strategist and corporate systems coach helping nonprofit leaders and female entrepreneurs push through financial overwhelm and get back to their mission.
The financial planning space has a type — and she is deliberately not it. We wanted a brand that felt nothing like a stuffy legacy firm or a slick fintech startup, and everything like her: warm, joyful, culturally rooted, and genuinely approachable to the women and organizations that have always felt talked down to or left out of the conversation. Her Caribbean heritage was central to the brief from the start, and we built the whole visual story around bringing that culture and that joy into a space that rarely makes room for either.
The mark is her name set in a tightly customized bold sans serif — clean and confident on its own, but the K becomes the centerpiece of the whole system. Used as a framing device, it acts as a window into a rotating library of island imagery: lush greenery, tropical textiles, tile, water. That same K expands into a subtle geometric pattern that layers over imagery and collateral throughout, giving every touchpoint a graphic, modern quality that still feels unmistakably personal.
A full suite of client-facing assets — educational PDFs, a money style quiz, podcast graphics, & document templates — gives her the tools to keep building out her digital presence as her coaching and advisory practice continues to grow.
