Parliament was a new membership-based network of top Silicon Valley executives and thought leaders who were seeking a place to have “real conversations” and facilitate connections. They were looking for a fresh new brand to represent this innovative new company and be able to appeal to both high-level C-executives at Fortune 100 companies as well as innovative entrepreneurs and artists. They needed a brand with a story and strong point of view and flavor. 


I engaged in a deep brand strategy process with the CEO and founder, with CHAPTER as the advisory board. We started with a deep discovery process, first solidifying the name and concept — turning Parliament on its head. This is the new modern era of connecting old power to new power. I created a brand strategy synthesis, and immediately began design research and exploration through a moodboard process, pulling together visual inspiration and several design directions to choose from. In that process, we also explored what different logo marks, typefaces, and splash pages would look like. Once we constellated three unique directions, we then made the strategic decision based on our brand discovery and through various feedback loops from trusted partners. Once the final direction was decided, I created business card designs, 1 pager document and slide deck designs to use in the world immediately. The result was a rapidly growing network and the launch of the first PowerShift conference. 


  • Discovery Session and survey
  • Design research and brainstorming sessions
  • Brand Platform synthesis PDF
  • Visual Moodboard PDF
  • 3 distinct logo directions
  • 3 splash page directions
  • Final logo style guide
  • Business Card design
  • 1-pager design
  • Slidedeck design


Brand strategy, design research, moodboarding, brand platform, logo design, website design, communication design.


Brand Strategy + Design: Ting Kelly

Strategic Advising: Gareth Kay and Neil Robinson, Chapter SF


Splash Pages

Final Logo

Interested to work together? Get in touch.