This project encompassed a complete rebranding package for a costumer and seamstress who was moving from a pop-up business model to a dual model of e-commerce with an added brick-and-mortar studio. The owner wanted to adjust her brand identity to reflect a more luxurious, sophisticated look and feel and signal an increased sense of professionalism and expertise in her niche. The final brand package included a new logo and brand guidebook, along with custom branded graphic elements, web design services, social media optimization, and a comprehensive plan for content marketing and organic lead acquisition.
The client's original brand identity conveyed a playful pop-art sensibility with a surreal edge, but was nearly a decade old and did not reflect the high-end direction the brand was currently taking. I began the design process with several intake sessions to collect information and inspiration for the client's new vision. While it was decided to keep the moody overtones and surreal elements of the original brand, a change of color palette, typography, and imagery were needed to bring this vision to life.
Pulling from varied source material, including art nouveau posters, Victorian ornamental elements, vintage surrealist illustrations, neon signage, and traditional burlesque imagery, the client and I agreed on a central palette of red and black, with gold and pale green accents. For the re-vamped logo, I decided to move to a purely type-based design in order to create a more legible and flexible final product. I chose Moshik Nadav's Lingerie XO typeface because the calligraphic line weight and extensive ligature selection was perfectly suited to creating a sensuous and surreal fashion logotype.
With the client's approval, I changed the original brand name from Pick Your Poison Arts to Pick Your Poison Atelier, both to reference the business's new brick-and-mortar location, and to emphasize the couture nature of my client's work. I then created a primary version of the logotype, which can be used in the different colors of the brand palette, as well as a condensed logo for use on social media, apparel tags, and packaging.
Along with logo variations and a five color brand palette, I also selected two fonts to be used in both the brand's print and digital collateral. Both Google Fonts, Forum and Josefin Sans are elegant and flexible typefaces that complement the more complex typography of the brand logo, while being readily available for my client without necessitating expensive licenses or font packages.
As part of the brand package, I created three Rorschach-inspired digital textures as well as two vector illustrations for the client to use in future brand graphics.
