Practicing some more on my iPadPro with different brushes, this time creating a new name and label for an oldie but goodie – Vaseline. The short development history of this product on Wikipedia is pretty interesting in it’s simplicity. Vaseline is one of many products which brand name has become genericized – instead of Vaseline being a specific brand of petroleum jelly, the name is used to describe all petroleum jelly products (more about all that here).
Every once in a while a project comes along where your intuition lines up just right with the vision of the client, so the creative negotiation that is usually a part of the creative process is….gone. This project was like that, and I think I entered something of a “design flow state” while working on it.
Having roots in Scandinavia means I often veer naturally to the side of simplicity and minimalism (side note: Real Danes might look at this branding and exclaim “oh my! how quaint and busy!”). This turned out to be the perfect match for Friday and Company – a real estate and interior design duo of native Swede Calle Holmgren and American Nicole Wear who has a hard streak of Scandinavian style in her interior design work.
A chunky, friendly logo conveys both the fun Calle and Nicole have at their jobs, but also their approach to working together and directly with their clients. This look also stands out quite a bit in the real estate sector – especially in the real estate signs (below) which are visible from a mile away (possibly even space). To sum up their brand, a series of spreads was created to show the brand from straight-laced to fun-filled in the span of just a few pages.
Online we created a site that was to-the-point and lifestyle oriented, with user flows for selling, buying and design. All roads lead to working with Calle and Nicole, so extra attention was paid to about page and a Q&A section getting to know them (apparently they are very taco motivated). In addition to the site, Friday and Company also has a well-trafficked Instagram feed.
Working with Ryan Galloway on writing and Jessica Berardi on web development was also a real pleasure. Creating a voice, both written and visual, and then having it executed just as imagined is such gift. The print collateral was produced at both Brown Printing and Anders Printing in Portland.
Promotional brochures for each house take on an editorial feel, catering the content of each sales piece to the house it is representing. For this modern house listing I even got to work in this Winston Churchill quote: “We shape our buildings, thereafter they shape us”.
A series of simplistic blocky icons were created to supplement the other brand elements – namely pink, and two nearly mono-line fonts (Campton and School Script (yes, School Script!)). Between these few simple ingredients, a variety of mixing them up allows the brand to be straightforward and serious or offbeat and fun, depending on the needs of the message and medium.
A few years ago I worked on the Icebreakers book – an activity book that combines movement and song to get large choral groups warmed up in a fun way. Developed by a Danish high school classmate and his modern a cappella group Postyr, the book is for sale at Break the Ice.dk.
This spring they published a second edition of the book, so I worked on a new series of diagrams to support the directions for each activity. The style of the illustrations was intentionally loose to allow for easily shaping the characters to various poses and configurations, which focused more on the action of the activity rather than the details of the characters.
Last year I did a short series called Rainbow World, which explored using my daughter’s drawings as inspiration and subsequent re-inspiration. Here is another set of illustrations continuing in this style, this time influenced by an evening in the backyard watering plants. Below is the back and forth we’ve had copying each other…I am curious how long this thread will go.
Earlier this year I worked on brand explorations for Hire an Esquire, an online service for finding the right legal consultant for a project. The illustrations and icons – set on making the legal profession and process of hiring a lawyer seem approachable, easy and fun – helped the internal team decide the overall direction their rebrand should take.
A blocky bold style was used with the companies selected teal and orange palette. With such strong colors, the rest of the elements were kept very simple and used knockouts of white.
Stand-alone icon style was also explored to show how small visual accents could strengthen the brand presence when used consistently throughout their new site. While the final brand look ended up being a little more serious and traditional, the exploration process was key in helping decide how far to push the needle in their field.
For the 4th annual Code/Art Miami event, non-profit client Code/Art wanted a new design for their participant and volunteer shirts. Previously I had made a series of pins and stickers using small icons, but for this project we created a larger Code/Art constellation design in 3-colors that could easily be printed on two different t-shirt colors (purple for participants, teal for volunteers).
The t-shirt features a girl throwing code snippets into the sky to form a Code/Art constellation. Printed at Custom Ink, the design was arranged so that each color on the purple shirt translated directly to a color on the teal shirt to keep costs low on printing materials and time.
Over the last two years I had designed a series of enamel pins and decals/stickers that were given out to participants. These assets were leveraged internally to create a cohesive look for their events – a strong example of how using a few elements consistently can go a long way in creating a recognizable brand look.
Because I still love me a good enamel pin collection, here is a repost of the series of enamel pins and stickers created over the course of a few mini-projects. These were designed for Code/Art participants – girls in their tweens and teens who explore code through art & creativity in guided Code/Art workshops. Read more about Code/Art on their website.
Learning new tricks is hard for old dogs, but recently I’ve been working more on my iPad Pro to integrate drawing on it into my design process. This series was testing out different brushes (finally settled on….regular old pencil) while also working on figure drawing skills. The sketches were then colored and adjusted in Photoshop.
I have yet to break out of the box on the iPad and draw on it differently than I do on paper; I still tend to use all the techniques I used when I drew in real life and had to scan all the parts to create the digital image. It might take a while before I can shift my mindset to a totally digital drawing workspace…now let’s just hope Google Translate did me right on the French translations.
Les Filles Forte – The Strong Girls
Quatre Femmes – Four Women
Aider les Autres – Help Others
Bonne Force – Good Strength