THE MONTH WAS MARCH 2015

and loose, playful brush lettering was blowing up on Pinterest. This meant two things: I was going to get clients who wanted loose, playful brush lettering, and that style was going to look dated very, very soon.

Photo above by Jake Dodge

SURE ENOUGH, TWO EFFERVESCENT LADIES

got in touch to see if I could design a brush script logo for their event planning business. They sent me two dozen images to use for reference. The images were gorgeous, consistent, and carefully selected. These ladies had a clear creative vision. I told them we couldn’t do it.

“IF IT’S THIS EASY TO FIND

examples of what you want,” I said, “this style is already on its way out.” I suggested that we should start with great bones. They asked me what I meant by bones. “We’re going to build a skeleton that has a unique shape, natural harmony, and a recognizable silhouette. Then, if you need to update your look in the next couple years, you can put new skin on the same bones and your branding will look fresh but remain consistent.” They liked this idea. I got to work.

THESE LADIES WERE RUTHLESS

Although I presented them with 20 initial sketches, they quickly narrowed them down to two. From there, it didn’t take long to get a final sketch that they loved. Then, I rendered the chosen design with a flex-nibbed pen. That captured the look they wanted while remaining distinct from the brush script that threatened to take over Instagram. Finally, I spent a long, long time tracing that art in Illustrator so that the vector looked every bit as vibrant as the original ink.

THE BOWTIES PACKAGE

is for the couple who plans to do most of the groundwork, but wants a team to take care of the details on their wedding day. The Bubbly package is full service planning with a focus on bringing out your personality through design. You can learn more at http://www.bowtiesandbubblyevents.com