Case studies.
These Case Studies are legacies in motion.
Each project reflects a deeper collaboration—where the founder’s story, beauty, and cultural resonance meet my vision to create a powerful and lasting presence. Below are a few journeys I’ve had the honor to shape.
CASE STUDY 1
Rebranding the Future: Identity for a Bias-Free Tech Movement”
The Legacy Vision
John Pasmore, CEO and Founder is building a new digital future by persevering history and heritage. Through Latimer and FutureSum AI, he’s reimagining the relationship between culture and code by removing bias from digital communication. From HBCU partnerships to global speaking platforms, John’s mission is clear: bias has no place in the future. I worked to solidify a visual strategy to communicate this powerful presence.
Founder: John Pasmore
Company: FutureSum.AI
Primary Product: Latimer – LLM for cultural equity
Services Provided: Brand strategy, pitch deck, product branding, website design
Legacy Impact: Technology that centers cultural truth and equity in every interaction
“Elsa helped me take the core idea and turn it into something investors, institutions, and everyday people could understand. She translated the soul of the work.”
— John Pasmore
John Pasmore & Latimer ai
John Pasmore & FutureSum.AI
CLARITY
What’s the emotional truth behind the tech?
We began by distilling the mission of Latimer: not just another AI, but a revolutionary tool correcting bias in digital language models. I helped John uncover the heart of the story—Black heritage meets the future of technology.
IMPACT
Crafting the client journey and perception
Whether pitching to institutions or publishing research, John’s materials had to feel high-level, scalable, and deeply intentional. I created brand touchpoints that supported his evolving voice as a thought leader in ethical AI.
COMMUNICATION
Shaping the story that opens doors
I wrote and designed the original investor pitch deck, framing Latimer’s value as both cultural and technological. The story resonated—opening doors to HBCU partnerships, thought leadership platforms, and media attention.
POSITIONING
Designing a brand that feels like the future—but rooted in heritage
Latimer’s logo, FutureSum’s website, and all branded visuals were designed to express both cutting-edge sophisticationand deep cultural care. A duality that feels both inevitable and emotionally intelligent.
LEGACY
Branding a movement, not just a product
Through this brand foundation, John has positioned himself as a global voice in ethical AI—and Latimer as a first-of-its-kind solution centering historically excluded communities. The brand is now a launchpad for future licensing, partnerships, and continued cultural impact.
CASE STUDY 2
Luxury Rooted in Legacy: Elevating African Design for the Global Market
The Legacy Vision
Nana Quagraine founder and CEO OF 54kibo has a singular vision, to reintroduce the world to African design as luxury. Through curation, product design, and world-class storytelling, 54Kibo brings the artistry of the 54 African countries to a global audience. I worked with Nana to refine the aesthetic infrastructure to position the brand as an authority in modern African luxury.
Founder: Nana Quagraine
Company: 54Kibo
Vision: Elevate African design and artisanship to luxury standard
Target Market: Affluent, style-conscious Black consumers + global tastemakers
Services Provided: Brand & Style Guides, Marketing Assets, Interior Products dev, Website refinement
Legacy Impact: Building an African luxury Design House rooted in heritage and refinement
“Nana is not just curating design, she’s curating memory, honor, and possibility for every artisan represented. My role was to help shape the brand system that holds that legacy with grace.”
— Elsa
Nana quagraine & 54Kibo
Nana quagraine & 54kibo
CLARITY
Refining the Soul of the Brand
54Kibo had a powerful origin story and visionary founder—but needed cohesive brand language and visual structure to express the depth of the mission. Through collaborative immersion, we clarified the design philosophy, brand ethos, and aesthetic through-line that now defines 54Kibo's presence.
IMPACT
Creating a Brand World That Honors the Makers
Every design decision was rooted in honoring the artisan’s voice. Whether reworking product stories or refining newsletter visuals, my work focused on ensuring the luxury experience did not erase the cultural origin. This was about elevation with integrity.
COMMUNICATION
Telling the Story of 54 Countries Through Design
African artisanship deserved a storytelling framework that matched its brilliance. I created a full brand deck that allowed the brand to share its mission with press, partners, and collaborators—with clarity and confidence.
POSITIONING
Designing for a Sophisticated, Global Audience
The brand needed to appeal to the well-heeled, style-savvy Black consumer—while also resonating with international design circles. I contributed product development by introducing new lighting designs crafted by Southern African artisans, adjusting aesthetic details to match Western luxury expectations while maintaining cultural authenticity.
LEGACY
A Design House that Honors a Continent
54Kibo is more than a home decor brand—it’s a continent-wide platform. My work supported Nana’s long-term vision of building a living archive of African excellence through design, product,
and story. What began as a brand is now a cultural institution in the making.
shape your legacy. Let’s co-create a brand that speaks with soul & builds with intention.
-
A tool designed to help cultural capital entrepreneurs build a cohesive, emotionally resonant brand through intentional refinement of five essential dimensions: Clarity, Communication, Positioning, Impact, and Legacy.
-
Working with me is not a traditional design engagement—it’s a creative ceremony.
I work closely with visionary founders who are building movements, not just businesses.
Our work together is collaborative, intuitive, intentional, and rooted in legacy.
We begin with clarity, we design from story, and we refine until the energy is true.
Whether through aesthetics, language, or ritual—my goal is always resonance. -
I work with creative, visionary, and culturally rooted founders who are:
— Building businesses that will live beyond them
— Leading with soul, beauty, and intentionality
— Ready to refine their message and magnetic presence
— Reclaiming space, power, and rest in how they lead
— Tired of fragmented branding that doesn’t reflect their brillianceIf that sounds like you—we’ll work beautifully together.