BRANDING & IDENTITY

 

Branding is where my education and interest in Psychology and Communication Design intersect; one helps me understand a company's customer base, and the other helps me execute on that understanding visually.

Nailing down a logo and consequent branding begins with a thorough exploration and understanding of the company: its mission, history, goals, values, and competition. After a couple of visual directions presented in the form of mood boards are proposed, one is chosen, discussed, and concepting begins.  

 
 

ASPIRE TOTAL FITNESS

 

Boutique fitness studio Aspire Total Fitness came to me for a logo rebrand and help with social media posts. After nailing down the direction she wanted (clean and modern), I gave her logo a facelift with updated typography, lending it a fresher, lighter feel. We then decided on her typefaces, VSCO filter, and I designed templates for her social media posts to maintain brand consistency. A brand guideline document ensures that she can more easily stay on brand in the future.

 

Client: Aspire Total Fitness
Scope: Branding, Logo, Social Media Design
 

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 Social media post template examples 

Social media post template examples 

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ROOT ELIXIRS: SODA WITH SPIRIT

 

Root Elixirs is a new company that makes delicious, natural, craft sodas to be enjoyed on their own or in cocktails. Dream client, right? They needed a cool logo and bottle labels for their first product line. Starting with getting to know their brand goals, values, and competition, I then created three visual directions that fit their needs. I worked with a copywriter to capture their chosen creative direction: mystical and enchanting, inspired by the "Elixir" part of their name.

 

Client: Root Elixirs
Scope: Art Direction, Branding, Logo, Labels
Copywriter: Lee Kimball
Producer: Lauren Murphy
Roundhouse Agency

 
 The chosen moodboard sets the tone for a mystical direction.

The chosen moodboard sets the tone for a mystical direction.

 Final logo encompasses the mysterious elixir feel.

Final logo encompasses the mysterious elixir feel.

 Color is used to distinguish the three flavors on labels. Silver foil on the logo elevates the product.

Color is used to distinguish the three flavors on labels. Silver foil on the logo elevates the product.

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THE MOTHERLAND: LIFESTYLE BLOG

 

The Motherland's owner came to me for a hand-lettered logo and personal business cards. I kept the logo and business cards minimal, clean, and professional-yet-friendly to match the rest of her blog's aesthetic and her tone. 

 

Client: The Motherland
Scope: Logo, Business Cards

 
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THE STEWART AGENCY:
AN INSURANCE COMPANY

 

The Stewart Agency tasked me with creating a logo that conveyed trustworthiness, while also being modern and bold. Midnight blue conveys trust while adding a grown-up, masculine touch. 

 

Client: The Stewart Agency
Scope: Logo

 
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