Just before leaving Savannah, I was able to connect with a new client. She’s a wedding photographer who is looking to invest in her future and needed a cohesive look that would really pull what she stands for as a photographer together. Drawn to natural elements, with a classic and simple elegance, her style was right up my personal alley. Love when that happens! There’s a pop of gold in there for some glam, but as a whole the brand is meant to feel earthy, yet airy, put-together, and tangible at it’s core.  There is a dichotomy between organic and natural elements with sleek and airy modern lines in the moodboard, and this dichotomy has been at the core of the branding development.

It’s always interesting to see how these come together. Some clients have their entire vision already set and need a designer to put it together and refine the details. Others have a killer aesthetic eye, but need a designer to create that designed vision. There are also a few who have goals and feelings but need the designer to help piece together all the bits and pieces to make the design work for their goals. It takes all kinds, and at this moodboard stage you can definitely get a sense of how the project is going to flow from there. In this instance, my client had already picked many of these pieces—killer eye, right? From there, I found patterns in her choices, added a few new elements, mapped out some color palettes, and helped identify the vision for the brand through keywords and phrases. These were used for decision-making guidelines as we worked through logo drafts. As I’ve been learning, it’s always nice to have a solid foundation of reasoning to why you’re making a design decision. It not only helps you grow into a better designer through critical thinking practices, it shows your clients and those you’re working with that you are making decisions based on design guidelines and in-depth thought rather than your personal sense of style or aesthetic. More to come on that thought though.

Anyways, happy Friday friends! I hope you get to enjoy a fun summer weekend. Eating berries in the park and taking a long walk perhaps? Yes, that’s seriously my idea of an amazing afternoon spent. Maybe a book could join that party. This is my first weekend off in quite a while and I’m going to spend this time catching up with some freelance work and unpacking those dreaded last boxes. It’s gotten to a point where I haven’t needed anything inside of them for the past couple weeks, so they have ended up just sitting there, mocking my inability to handle out-of-work tasks. I’m coming for you boxes!