Little Light Solutions
Little Light Solutions is an operations and change management consultancy founded by Maggie Conrad, supporting small businesses and nonprofits—especially women and queer founders—who want their work to feel sustainable, values-led, and genuinely theirs. At its heart, Little Light is about turning overwhelm into clarity without losing warmth or humanity.
Studio Lutalica partnered with Maggie to create a brand identity that feels like a safe exhale: welcoming, professional, and bright—designed to help people recognise themselves in the business they’re building, and feel confident taking the next step.
Project Team
Branding: Louise Jezequel and Alaïs de Saint Louvent
The Challenge
Little Light was launching as a new business—but needed to avoid the “cold, corporate consultant” feel that can make support services seem distant, jargon-heavy, or overly profit-first. The brand needed to communicate credibility and experience while staying personal, inclusive, and reassuring.
Just as importantly, the visual and verbal identity had to reflect the way Maggie works: building systems that fit real humans, including neurodivergent founders, and making space for humour, compassion, and honesty alongside clear guidance.
What We Did
We led a focused discovery process to understand Little Light’s audience, values, and the emotional experience the brand needed to create—then translated that into a cohesive identity system.
That started with a kick-off workshop and an aesthetics direction moodboard to align on references, energy, and the “light” metaphor at the centre of the brand. From there, we developed a responsive logo concept designed to scale across contexts, alongside a bright, warm palette and typography direction that felt both professional and human.
To help Little Light grow without losing consistency, we pulled the system together into clear brand guidelines, and created tone of voice guidance so the brand could communicate with the same inclusive, supportive, uplifting clarity across every touchpoint. We also explored taglines rooted in the idea of helping people shine—without slipping into cliché or corporate-speak.
Impact
With a clear, cohesive identity in place, Little Light gained a foundation for launching confidently and communicating consistently—across web, social, and client touchpoints.
By grounding the brand in psychological safety and plain-language clarity, the identity makes it easier for prospective clients to feel welcomed rather than judged—and to understand what support looks like in practice. The tone of voice work also created a repeatable way to write and speak about services with warmth and honesty, helping Little Light show up as a steady partner: professional, human, and values-led.
