Rebranding Made by Chels to Visible Spectrum: What’s Changed and What Hasn’t

Headshot of Chelsea Isaac

Written by Chelsea

September 4, 2023

Discover the story behind the rebranding journey of Visible Spectrum, formerly known as Made by Chels. Learn how this web design company embraced the power of unique brand identities to cater specifically to women service providers. Explore the reasons behind the transformation and the exciting possibilities it brings for businesses in this insightful blog.

In 2023, you can visit a number of websites that will automatically generate a logo for you in a matter of minutes. That, of course, isn’t how we do things here.

We wanted to create a new identity for ourselves, using our own internal design systems, based on how our services have evolved over the past few years. The process of creating a new brand took nearly 4-6 months to complete.

With that, we’re excited to show you what we’ve been working on.

What’s changed?


The term "Visible Spectrum" was not picked at random; it has a deep significance that reflects our commitment to increasing brand awareness for everybody, particularly women and historically excluded business owners. Visible Spectrum welcomes the diversity of businesses' stories and values, just as light is made up of a spectrum of colors, each with its own wavelength and vitality.

Shining a Light on the Unseen: Historically marginalized enterprises frequently encounter difficulties in being seen and heard. Visible Spectrum strives to throw a light on these companies, assisting them in standing out in the digital world.

A kaliedoscope for your online presence: Searchable and discoverable: Just as each hue stands out in a spectrum, our designs make businesses stand out online. We optimize for search engines, increasing brand discoverability in a crowded digital market.

Representing Diversity: The visible spectrum represents a wide range of hues, much like our designs do. This is especially important for historically underrepresented firms seeking accurate brand representation.

To summarize, "Visible Spectrum" is more than a moniker; it is a philosophy. It epitomizes diversity, empowerment, and visibility. We spotlight the narratives of women and historically marginalized business owners through our strategic designs, allowing them to shine brilliantly in the digital world.


We completely changed our logo. First we looked for symbols that were related to audio and visible spectrums and then introduced a completely new color scheme.

One of the first things you might notice is that the logo mark looks like a wave. It is actually is an equalizer symbol. The equalizer symbol in the logo represents experimenting creatively to discover adjustments that work to achieve the impact our clients are seeking, with precision and purpose.

To introduce a gritty, feminine, and authentic feel, we rebranded with a new logo that incorporates bright colors. The symbol is multicolored which is also a nod to our Caribbean heritage and roots. The color also demonstrates our design approach which includes a wide range of identities and narratives. Each hue in the spectrum has its own meaning - red for excitement, blue for trust, yellow for optimism, and so on. Our designs seek to capture these feelings, weaving them into brand identities that empower and resonate with the target audiences of businesses and nonprofits.


We introduced a new tagline to accompany our new design: Unleash your unique vision online.

We needed a way to convey what Visible Spectrum has become and what it means to our clients in 2023. We didn’t want our new messaging to focus solely on increasing revenue and saving you time; we also wanted the tagline to speak to helping founders release businesses, passion projects and nonprofits to the world. Visible Spectrum’s **mission is to make women entrepreneurs successful by providing branding and web design services, and that’s the focus of our messaging going forward.

Rebranding means changing all our pages, both on our own site and across the web. Here’s a look at how some of the updates appear:


The bones of the homepage will remain the same, but we’ve livened it up with our new tagline, color scheme, and logo.

What hasn’t changed?

We are still a branding and web design studio for women service providers.

While our core values and dedication to serving women remain unchanged, the rebrand reflects our forward-looking approach and core identity.

We still have a vision to support women in defining their brand identity in order to bring more profit and purpose to the world.

We are still providing a unique perspective on design & marketing.

Our design process

Usually when we design, we begin conceptualizing by selecting a few words to capture the brand essence and creating a moodboard. It’s how we’ve designed many brand identities. And it’s how we tackled creating a new brand for Visible Spectrum.

We actually developed this new brand identity over two separate hack weeks and came up with dozens of other concepts along the way. In the end, we felt like our new brand was the best representation of Visible Spectrum and our clients.


Initiating a rebrand meant reexamining what our company is today.

The previous version of our logo, name, and brand was a reflection of how our clients saw the company at the time: easy-to-use, approachable, and friendly. It was important that we retained that in our new look, but the company has evolved over the years, and so have our clients.

In the early days, we served DIY small business owners looking to launch their brands without access to a graphic designer. As the years went by, DIY small businesses, nonprofits, and companies started using us more and more because of our convenience and expertise.

We’re so excited to be able to share this new brand with you as we celebrate our 3rd year in business. We certainly couldn’t have done it without you.

What do you think about the new look?

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