state & tell

PR & Communications

the project:

Identity, Web Design, Launch


September 2023

It's your story to tell.

State & Tell is a KY-based PR and communications business working with those looking to have a direct impact on the communities they serve through curating a strategic presence, digitally and in person. Founded in 2023 by owner Nora Bryant, State & Tell offers a variety of services from media relations, community engagement, website management and content marketing.

Project Brief

As a wife, mom, and Communications Specialist of eight years, Nora came to Moxie Made freelancing doing pr and communications with a passion for all things small, locally-owned, and southern. A few months prior, she left her full-time job to pursue her own business. Like many, she got started, realized she had a proven-successful business idea + model and then wanted to take the next step. Having a solid brand to use as a starting point for promoting her business was one of a few goals Nora had going into this project.


We started from the ground up with Nora's project. Beginning with our customized two-hour strategy workshop, we concluded that Nora needed a brand that was not a personal brand, but instead a brand that could stand on its own and serve as an extension of Nora as a person, since she is her largest selling point. We went through our namestorming session soon after finalizing the core of the brand and landed on State & Tell, a spin off of 'show and tell' which is what she aims to do for all her clients — show them, their businesses, ideas or causes to the community and craft the story that will be told.

Along with naming the business, we worked with Nora to establish S&T's:

  • Brand Goals
  • Primary Tagline
  • Core Values
  • Mission + Vision Statements
  • Brand Personality
  • Tone of Voice
  • Archetypes
  • Messaging Pillars


When we wrapped with the brand's core identity, we moved into creating the visual identity.

Logo — The primary logo of State & Tell is a wordmark logo, highlighting the power ‘&’ has in terms of bringing two things together as one. The use of the primary rust color brings in the sweet and softness of the south, being found in bourbon, horses, and wooden front porches.

Colors — The primary color palette for State & Tell is inspired from the most fun parts of the South, hosting, sunsets, bourbon, and more. It is made up of three core colors that represent the brand across all touchpoints and is accompanied by a secondary palette.


To complete the project, we ended with a full website creation + design and planned out a soft launch for Nora to introduce S&T to the public. This included:

  • Brand photoshoot consulation + planning
  • A social media celebration that invited all to share their favorite stories and tag S&T
  • A gift box mailed to Nora's clients, friends and family which included a branded materials such as a notecard, custom labels, business cards, and stickers

Working with Moxie Made, and in particular, the incredible Hayley Kruth, for the branding and creative asset creation of my business, State & Tell, has been an absolute dream come true. From the moment I embarked on this journey, I knew I needed someone who not only understood my vision but could also tame my whirlwind of thoughts and ideas. Hayley not only met but exceeded every expectation I had.

What struck me most about Hayley was her impeccable process and organizational skills - she's FIRE. She had this remarkable ability to take my chaotic energy and streamline it into a clear, coherent plan. Her meticulous approach to every detail gave me the confidence that my dream was in the right hands. I found myself inspired, thinking, "I need to be more like her.”

She and her teammate, Savannah, were a match made in heaven. Savannah's creative work was nothing short of beautiful, and together, they brought my vision to life in ways I couldn't have imagined. It was as if they were able to reach into my mind and extract exactly what I had envisioned for State & Tell.

Starting a new business can often feel like running around with your head cut off, especially in those early days. However, Hayley made everything so incredibly easy. Her ability to distill complex concepts into actionable steps was a game-changer for me. I never once felt overwhelmed during the process, and that's a testament to her expertise and professionalism.

She helped me discover how moxie manifests itself within me, and her infectious spirit became a driving force behind my business. Her energy and enthusiasm were not only motivating but also contagious. She didn't just create a brand; she instilled in me the confidence to represent my business with pride.

Our calls together were a highlight of this journey, and I will genuinely miss our collaboration. However, I have no doubt that our paths will cross again because Hayley's talent is truly one-of-a-kind.

To anyone contemplating the opportunity to work with Hayley, I wholeheartedly say, "DO IT!" You will not only gain an incredible creative partner but also a mentor who can help you unlock your true potential. Hayley Kruth and Moxie Made have left an indelible mark on my business and my heart, and I will forever be their biggest cheerleader. Thank you, Hayley, for turning my dream into a thriving reality!

View Live Project

More Works