Explore blog topics

Thinking about a rebrand?

Need clarity on your ideal client?

Looking to amplify your brand’s personality

Want Your Website to Work For you?

Grab the Brand Authority Cheatsheet

Quick, actionable Next Right Steps that’ll help your brand move into its thought leadership and expertise.

Seasonal brand theory and the fall brand season

Dec 2, 2021 | Brand personality, Visual Brand

We’re diving into seasonal brand theory specifics and taking a look at the visual brand elements for the fall brand season personality. [affiliate links may be used, at no additional cost to you. thank you for supporting witt and company!]

I first discovered Seasonal Brand Theory when listening to a podcast featuring Fiona Humberstone – the ‘pioneer’ behind this idea. She talked about how every brand identified with a certain season and that season had a specific set of guidelines based on its associated adjectives. She used this concept in her own branding agency when working with clients and talked about how it was so easy to utilize because it gave clients an understanding of their decisions. It became a common language she could use with both her employees and the brand they worked with.

Well, as soon as I finished the podcast episode, I jumped online and purchased her two books, her course on colour psychology and downloaded all her free content.

And, we’ve been using Seasonal Color Theory in our branding process ever since.

In this blog post, we’re going in-depth on the Fall Brand Season. Its associated adjectives as well as the recommended colors, typography, photography and graphics.

Quick note/disclaimer: This isn’t a hard and fast rule, an all-or-nothing perspective. Utilizing the brand seasons isn’t about checking all the boxes to ensure your brand aligns perfectly with the outlined traits and recommendations. But rather, viewing the seasons as more of guidelines that you can utilize as a starting point and/or baseline for your brand strategy and identity.

Last note. Your brand’s season is about how your brand is experienced. It’s not necessarily how YOU feel as a human but rather, how you want your brand to be perceived and experienced by others.

Okay, let’s talk Fall.



>> What is Seasonal Brand Theory?
>> High level, what is the fall brand season?
>> Fall brand season: voice and communication style
>> Fall brand season: colors
>> Fall brand season: typography
>> Fall brand season: graphics and textures
>> Fall brand season: photography style


What is Seasonal Brand Theory?

The basic idea of Seasonal Brand Theory is that every brand identifies with a particular season and that season has unique characteristics.

From the words on a website to the photography styling to the color palette, each season has a set of guidelines that embody and evoke emotions based on color psychology and seasonal theory.

Now, with that being said, there aren’t hard and fast rules for each season. Think of them more as erasable boundary lines to help you stay on track.

High level, what is the fall brand season?

Fall brands are full of integrity and authenticity with a strong focus on family and friends. They revel in knowledge, education and learning.

Because of this, they love to challenge the established norms and do things differently.

Keywords that describe the Fall brand: Friendly, warm, passionate, authentic, simple, comfortable, cozy, welcoming, ambitious, organic, earthy, natural

Fall brand season: voice and communication style

The fall brand voice is warm, friendly, and approachable. It’s not concerned with staying in the status quo, but still comes across as intelligent and creative.

Fall brand season: colors

The fall colors are warm in tone with a mid-level saturation and darker shade.

Fall brand season: typography

Fall typography is less formal, a little retro, more organic and substantial.

Fall brand season: graphics and textures

Fall graphics and illustrations have rough edges, are informal and chunky. They’re substantial and rich. Think hand-drawn and imperfect – not precise. The textures are natural, earthy and organic like linen, burlap and tweed.

Fall brand season: photography style

The fall photography style is organic, quirky, imperfect, natural and warm. Bring in natural elements and textures to accentuate the warmth, add substance and depth. The photos are thought provoking and rich, not necessarily focused on composition.


Happy (fall) branding!


All my best,

Additional Blog Resources

For even more visual examples and inspiration, check out my fall personality Pinterest board.

Want the full rundown on Seasonal Brand Theory and Color Psychology? Check out this post.

Not sure how to pick your brand’s season? This faux case study walks through the process.

Read more about the spring brand here, summer brand here and winter brand here.


Additional Seasonal Color Theory and Color Psychology Resources

Color psychology resources from The Brand Stylist
Four season color analysis
Colour for Creatives course from The Brand Stylist
The hub for all things color psychology
Brand Brilliance by Fiona Humberstone
How to Style your Brand by Fiona Humberstone
Color Me Beautiful by Carole Jackson


Pin for later!