Logo & Branding Design – Recap 2019
Following my posts from previous years, here is a post dedicated to some of the logo and branding projects I worked on in 2019. Over the past few years, my business has changed a bit, focusing more on all things editorial and layout based design. While this was a direction I consciously made and while I am loving all the projects I get to work on these days, I can't help but also feel a little sad that that's meant taking on less branding projects. On the other hand, I also feel like it makes the branding projects that I choose to take on all the more special!
The Mindful Wardrobe Project
One of my favourite things is when I can work with clients on their businesses on an on-going basis. Early last year I started working with Meg from Sew Liberated. She was in process of launching her new course and workbook, The Mindful Wardrobe Project, a handmade journey in self-care and sustainability.
The Mindful Wardrobe Project intends to take the overwhelm out of the crafting process by focusing on making clothing we feel good about wearing. A wardrobe that is cohesive, sustainable, made with love and intention, clothes that honour our bodies and planet.
Although this brand has launched I haven't had a chance to add it to my portfolio quite yet, so I'll keep this short. The Mindful Wardrobe Project is a mouthful of a name so we aimed to keep the logotype simple and minimal. The circle around the logo was inspired by vintage clothing tags and stamps, created in a brushed pen style to show off the handmade aspect of the brand's mission. The above is just a tiny glimpse into the final brand. We added a whole colour and type system, as well as patterns and lots of little hand illustrated icons to bring the brand to life.
Since working with Meg on this new businesses branding I also designed her 90+ workbook, a handful of worksheets, as well as many more assets for her Sew Liberated brand (more details below). It's been an amazing collaboration and I'm excited to further build on this brand in the year ahead. Stay tuned for a full feature of this project in my portfolio in a few months!
2019 brought a lot more collaborative projects with Alexa Mazzarello, including giving her existing branding a mini re-design. Over the past year and a bit Alexa's focus had slightly changed and her brand was feeling a little all over the place. We got together and reviewed all her current and past assets, evaluating what still felt right and what felt off.
Overall her colours and logo icon stayed, but we re-did her logo and type hierarchy, focusing on a strong clean and consistent look moving forward. The new logo wordmark is clean and simple, to the point, with tall features and pointy edges. It works well in a variety of formats and layers nicely onto photographs, covering all of Alexa's brand needs.
After designing the Mindful Wardrobe Project brand for Meg we decided to give her original brand, Sew Liberated, a quick facelift as well. Sew Liberated was one of the first indie sewing pattern companies to emerge online from the crafting renaissance. The brand has a huge online following and evolved beyond just selling patterns to focus on slow fashion, sustainable practices, and mentoring women to look at their sewing as a practice of self-care.
While focusing on different products and services, the two brands are essentially sisters. We decided to keep the type across the two brands's the same, but added a visual logo icon to the brand to portray a "screw you, societal norms and fast fashion" kind of feel, portraying a fist with scissors.
Knowing fully well that illustrating hands is not my strong suit I worked together with my friend Angie Coates, founder and designer of the Five 15, to bring this vision to life.
Vauhus is a new online publication, launching in 2020. The website is currently under development. Since it hasn't launched yet I won't share any further details beyond this logo variation quite yet. Stay tuned!
I wrapped up a branding project for local photographer Hennygraphy right before the holidays, so technically this hasn't launched yet but I wanted to share a very quick sneak peek at the final logo. I'll share more about this project when it launches, details of how Henny's unique style inspired the logomark and type details throughout the brand.
That sums up some of my top branding projects for 2019! For 2020 I would love to continue working on branding projects, finding a good balance between branding and layout based editorial projects.