Role: Art Director Lead Graphic Designer
PROBLEM
Owner and main designer name as a logo
Product: Brand Identity for Clothing Brand
Team: Creative Capital Brand Agency
Duration: 8 weeks
The clothing brand owner wanted her name to be part of the logo, but she disliked the typical, direct presentation of her name in a logo. The challenge was to create a design that incorporated her name in a way that felt unique, sophisticated, and aligned with the brand's identity without being too literal or simplistic.
SOLUTION
Elegant and Strong idea was developed
Design solution
To solve this, I designed a logo that subtly incorporated her name while elevating it with a sophisticated and refined approach. I used a serif font to convey elegance and timelessness, and developed a flourished, symmetrical design that made her name part of a unique symbol for the brand. This approach allowed the name to remain at the heart of the design, while ensuring it didn’t feel overly direct or conventional, aligning perfectly with the brand’s identity.
DESIGN PROCESS
Established a cohesive and softer visual system with a pastel color palette
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Design Direction: I started by deeply understanding the brand’s core values: elegance, quality, and sophistication—and used these insights to inform the logo design direction.
Color Palette: I selected a refined color palette that complemented the sophisticated feel of the brand, ensuring the colors conveyed a sense of luxury and timeless style. The palette included muted tones that worked harmoniously with the logo and other brand elements.
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Logo Development: I chose a serif font for its classic, elegant appeal and worked on a flourished, symmetrical structure that incorporated the owner's name subtly, ensuring the logo felt distinctive and not too literal.
Brand Elements: After finalizing the logo and color palette,
I extended the design to create other brand elements such as packaging, labels, and typography, ensuring consistency and a cohesive visual identity.
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Brand Book: I compiled all of the design elements into a comprehensive brand book, ensuring that every aspect of the visual identity was aligned and could be easily applied across various brand touchpoints.
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Collaborated with Interiors designers
OUTCOME AND IMPACT
The outcome of this project was a strong and cohesive brand identity that successfully combined the owner’s personal vision with a sophisticated, timeless design. The logo, with its refined serif font and subtle flourishes, gave the brand a unique and memorable presence, while the color palette and other brand elements enhanced the overall sense of luxury and elegance. The final brand book ensured that the brand could be consistently applied across various touchpoints, from packaging to marketing materials, helping the brand establish a clear, recognizable identity in the market.
The client was thrilled with the final result and felt proud to showcase the new brand identity at their fashion show. The positive reception of the design at the event further validated the success of the project, positioning the brand for future growth and recognition. This collaboration not only met the owner’s expectations but also strengthened the brand’s presence in the fashion industry.
