Every client has different needs, and it isn’t always necessary to create a custom logo. There are so many incredible typefaces available for designers! I started by creating mood boards, which consisted of specific branding options (typefaces, colors, textures, etc.). This gave me a better sense of what my client was looking for. In this case, we ended up going with option 3 and pulled in aspects from the first column.

Marion wanted something that felt hand drawn but could be extended to other branded content. So I knew our best bet would be selecting a hand drawn typeface that could be repurposed in other ways. Hillstone is the typeface we went with, and I incorporated red as the primary color within the brand palette.

I developed simple and effective brand guidelines for my client to help guide the development of branded content for her social media and website.