Today I’m so excited to share another brand design launch with you! I worked with Jenn, an interior designer from the East Coast to create a timeless re-brand for her business, complete with a name change, brand design and collateral design. Keep reading to see more about the process, goals and how everything turned out.
Often times, clients come to me needing to rebrand their existing business. This is one of my favorite tasks, because the client intimately knows their customers, their goals and the direction they want to take the brand. We spend a lot of time at the beginning of the process, before we even get to the moodboard, digging deep into these questions and creating a clear strategy & direction for the brand.
Jenn was no exception. When she reached out to me, she was ready for an update. Over the past few years, her interior design business has shifted and grown. She’s now at a point where she’s working full time with high-end clients, designing luxury interiors, and her old branding just didn’t reflect that.
With a name change finalized and a clear direction, we started into the design process — with my goal of creating a holistic visual identity that captured the knowledge, style and experience of Jenn Orr Design.
I always start the design process with a detailed questionnaire for my client. This let’s us collaboratively get into the nitty gritty of the business. Breaking down everything from the ideal client to the long-term goals. Basically, the who, what & why of the business. It’s important to clarify those things before designing, so that the brand I create is best aligned with the business on a deep, holistic level.
One my the things that Jenn said in her questionnaire that I loved was “Jenn Orr is, most importantly, genuine. It is without pretense, function driven, honest and thoughtful.”
That was the basis for much of our brand strategy, creating the moodboard and visual direction for the brand. We also focused on:
— Creating a thoughtfully crafted brand that reflects the high-end value of Jenn’s services
— Attract clients who are collaborative, trusting and value the personalized experience
— Highlight the detail oriented interior design through textural details in the brand collateral
With that we put together a moodboard, color palette & brand strategy to guide the designs.
Once we nailed down a direction & tentative color palette (traditional neutral hues with a few modern accents) it was time to move into designing!
We were both drawn to interesting serif fonts from the beginning. We experimented with a few, and in the end, I highly customized one to get the logo below. The logo needed to be traditional and strong, but not stuffy or “boring.” We also played around with a few different taglines and info for above the logo until we found one that really fit Jenn’s personality and what she wanted to convey. “Handcrafted Thoughtful Interiors.”
The font in the logo and the tagline also gave me a lot of room to create different variations of the logo (see below) as well as a few different icons and marks.
The tagline shield mark is inspired by African Shields and that genre of interior design, something that Jenn uses often as an accent in her work. I love that not only does it look beautiful, but it gives deeper meaning to her brand.
Finally, we moved onto designing collateral. Jenn’s ideal clients are fairly traditional, but love a cool modern twist. So we used the collateral pieces as a way to infuse fun textures and patterns to the brand. This pairs really well with the clean, timeless logo to create a balance in her branding.
I designed a few things: business cards, stationery and labels for her to use on products (such as pillows and textiles). I hand painted a few different patterns and we used a mix of two throughout the collateral, in her branded colors. They’re subtle, and slightly imperfect, which gives the brand that detailed feeling.
These patterns will also be great to use in Jenn’s new website (coming soon!) as well as any other print or collateral pieces she might need in the future.
Because Jenn came into the design process having a clear business already developed, this project was all about creating a visual identity that matched the level of quality that she was producing in her projects. Creating a strategy, brand and collateral that tied it all together was so much fun for me. And it’s always a treat working with creatives from another discipline who have their own styles and opinions on color, type and design details. Congrats on your new brand, Jenn!
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