Ali and I have worked together for years on various projects, so when she started a brand new business, she knew just who to turn to! The company sells vintage Moroccan rugs, but with a decidedly modern aesthetic, so I needed to find a way to combine those ideas. She sent me inspiration photos of traditional doors, buildings and streets filled with earthy tones and mentioned calling attention to the company’s initials: MVR.
I loved the way sunlight and shadow created a thousand shades of terra cotta, which inspired me to overlap transparent letterforms (and solved the problem of the awkward spacing around the “V”!). Incorporating the Moroccan door shape into the “M” added a touch of whimsy, and setting the name of the business in deep teal lettering made it stand out from the imposing initials.
The logo is one of my favorites so far, and I know it will set her on the path to success with her new business!
Kim has been a 622 press stockist for years, so when she decided she needed new business cards, I was honored that she reached out to me! She knew she wanted to modernize her branding while keeping the rustic charm of her logo with square cards made from kraft paper.
Since the business recently went to a special event/by-appointment-only structure, highlighting the contact information was vital. And because we only had two inch squares to work with, using both sides was necessary to have enough white space and include illustrated icons for emphasis.
We were going back and forth between black and white ink, but ultimately decided to go with black for increased legibility, so I inked up the press and hand-printed and trimmed several hundred cards!
Rebecca and I started working together in December when she reached out for a logo update. After a bit of discussion, it was clear a do-over was in order. We talked about how she wanted something colorful and floral, modern and just a little bit irreverent, since non-traditional weddings are her forte. We got into the specifics of typefaces that appealed to her, various styles of illustration and other elements and then I got to work.
I was really excited about the direction we were going in, so I got a little carried away and presented her with a whopping NINE logo options! It took just one round of changes to capture everything Rachel wanted to represent with her mark—and I think it’s one of my favorites ever!
It’s easy to forget that some of the everyday aspects of my job are totally foreign to my clients. I recently finished up another small business branding project, so I thought I’d take you through the process!
An old coworker of mine connected me with her friend Brittney, a Montana-based yoga instructor. We scheduled a phone meeting where I learned about how she’s been incorporating essential oils into her practice and classes, and is starting a business to share her knowledge with other instructors. We talked about her audience and the feeling she wanted the logo to evoke, as well as practical parameters like the necessity of her new business branding to gel with her existing studio logo and the logo of the essential oils she uses. Brittany also wanted to incorporate the imagery of a drop somehow, and use colors that represent her audience of strong women: warm, saturated hues.
The conversation lasted less than a half hour, but since Brittany had such a clear picture of her audience and direction for her business, I also had a really good direction for the logo. I designed quite a few options and sent Brittany the best ones.
While sometimes there are a few rounds of changes, in this case, I did a few slight tweaks and the Aroma Flow logo was finished! I worked up a simple style guide to help steer future projects—often I’ll create a more comprehensive branding package with print and digital collateral, but her hubby is a designer so they were going to do that part in house (literally!).
I’m so excited to finally reveal my latest project for PCHA! Earlier this year, they asked if I could come up with a child-friendly mascot for the organization—and they had settled on the idea of an owl. They wanted him to be cute and soft, restricted to just a few colors, and include the PCHA logo. I illustrated a few options, incorporating the logo of course, but also using the curves of the heart to inform the forms of the owl’s body, you’ll notice it in the beak and wings especially. After a few tweaks, we had this little guy finalized! After a contest was held to name him, I’d like to introduce: Echo!
While he’s being used in various collateral (I even added sneakers in one iteration, so he could represent a 5k!), the most exciting version of Echo is that he now exists in 3D! A company took my illustration and brought it to life as a squishy stuffed animal. Several thousand of them have been distributed to children affected by CHD to comfort them while undergoing the barrage of surgeries and treatments that typically follow a diagnosis.
The opioid epidemic has hit the rural Northwest hard. True North has created a place for what is now the typical demographic struggling with this addiction: 30-something soccer moms. Offering a modern space with all the comforts of home and the most up-to-date treatment options, the Centers wanted a logo that reflected this distinction. Clean and simple while incorporating a simplified nod to a compass, the client was pleased with this logo in the very first round!
Jed is a small business owner with whom I’ve worked on quite a few projects over the years. His latest venture tackles the inefficiency of most medical clinics, offering same-day appointment and on-site imaging and labs, making the entire process easier on the patient. Instead of the more clinical marks I offered, Jed opted for the softest and most approachable logo, which speaks to his reasoning for starting the business in the first place.
Ali is a Chicago-based multi-hyphenate who is quickly becoming an influencer on social media. Back when she first started her fashion blog, Those White Walls, she created a photo-based logo in a blogging workshop. Now that the blog has become one of her full time jobs, it’s time for a professional logo. Ali came to me with a handful of disparate ideas, but upon further discussion, we were able to narrow the direction and come up with a logo that suits her maturing style in just a few rounds of changes (read: a tight budget). I love the new direction and this feminine, artsy and, most importantly, functional logo!
Hippie and Heart is an eco-friendly fashion blog by Chicago-based fashionista Carly. The blog she began in college had grown to a point where she needed a consistent brand to move forward. Carly knew she wanted to incorporate a peace sign and a heart into her logo, and wanted it to feature yellow. She’s a modern gal with a wild heart, so I thought clean typography with energetic hand-drawn symbols would be the perfect way to represent her visually. I sent Carly quite a lot of variations on this idea, and I’m so glad she chose this one!
Moxie Brides Magazine seeks to fill the gaps in the wedding publication industry—specifically featuring diverse and non-traditional brides. The publisher and founder had a very clear idea of what they wanted in a logo, and I knew they’d need a few iterations of the mark to fulfill the various functions they needed.
I’ve since been brought on as the part-time Art Director and have enjoyed helping set up the new website and seeking out couples to feature. We’re looking forward to our first issue in the coming months!