Mercedes Siler is an author of young adult fiction who wanted to create a brand that was a mix of passion, angst, and creativity, with a hint of uncertainty. Basically, she wanted her branding to capture the essence of the myriad of emotions that a young person feels as they first step into adulthood. 

I went with a hand-drawn approach for this project. My goal was to have her logo and branding elements feel like something a high school or college student would sketch into their notebooks during class. And, because her readership is primarily female, I wanted to add subtle hints of femininity, such as the moon (and ancient symbol of the cycles experienced during a woman's lifetime) that dots her "i" in her name.