brand design
brand development
freelance
Tasked with creating a branding kit for a new business — I pulled inspiration from the core of the business, Sweden and the Swedish language. The kit included primary and secondary logos, colors and fonts, custom icons, and social profile imagery.
company brand development
barn2door
A primary job as a Creative Marketing Specialist II is to develop and grow the company brand. Upon joining the Marketing Team, it was made clear that the Barn2Door Brand not only needed a visual uplift and update of style guides to help the brand grow with the company’s success and help establish a role of authority.
The aim was to create a set of consistent styles that were carried throughout our site and were reflected in all our creative assets. Our consistent design choices have made for a cohesive and consistent representation of the Barn2Door brand.
For more samples of work from this Brand Development, check out the Recent Work page!
conference series rebrand
direct farm conference
The Direct Farm Conference series received a full rebrand in the summer of 2021. The aim was for us to align the child brand closer to its parent brand, Barn2Door. After rounds of edits and presentations of our work to the executive team, we settled on a new Brand and Styles Guide.
The exciting part of working with the Direct Farm Conference brand is that fact that it is a series. Every quarter when the next event comes up, I got to give the brand a new feel and set of decision that would best fit the needs of the given conference. The brand is stretched and used throughout the website, to thumbnails, presentation decks, animations and video assets.
Branding & assets: pasta Amore
Southern New Hampshire University
Branding for a family friendly, sophisticated neighborhood restaurant.
For this mock client, we were tasked to create a series of items for their rebranding campaign. Due to their broad clientele, I crafted a series of branding pieces that would welcome all and create a modern and high class, yet family oriented brand.
Below are the Menu, Brochure, and Table Tents made with my rebranding.
the menu
A menu truly sets the tone for an establishment. While sticking to a structured layout, minimal look but with a flare of fun from the titles, the menu items are easy to read and clearly separated by section. The kids section being the block with a green background. Because it is a family establishment, kids need to feel like they are welcome within a menu and restaurant with a high quality selection. The section is distinct enough to be clearly identified, but also overlooked if kids are not part of the given party.
In order to create a warm and approachable menu amidst the modern minimal approach, I utilized a pattern near and dear to my heart- a nod to my home cooking. My grandmother has always set her table with a red and white plaid tablecloth, so the background holds a nod to that familial tradition. It creates a sense of humanity to an otherwise structured design.
the brochure
The personal touches is what will put Pasta Amore above others.
My approach to the brochure design was basically to create something I would keep and utilize in my real life. The pieces of branding that customers see, keep, and utilize, like brochures, letterheads, and business cards, are the face of the company and represent the brand when customers are not onsite.
The typography of the design is very straight forward throughout. It is all in Klinic Slab, but with variations to size and style. The headers I included in the menu were incorporated on the promotion page. The menu’s typography was all aimed at creating hierarchy within each menu item, which was not only successful but creates character and style. This idea was utilized throughout the brochure. Klinic Slab as a font is not the most fun however it is easy to read, holds character, and is engaging when you mix the styles to create focus.
The goal is to introduce the fun and warm atmosphere, and modern twist to classics in their food- which was achieved by the style choices made throughout and the utilization of typical restaurant brochure elements. All in all, the brochure of Pasta Amore is aimed to be an introduction and informative piece that customers will not just throw in their junk drawer and forget about.
the table tents
Both table tents are set up to be folded in half and stood on the table. The first is aimed to serve as an activity sheet for kids. As mentioned in the mission, kids need to be welcome at Pasta Amore but they cannot take away from an adult's dining experience.
KIDS TENT (Right): The background is a nod to the plaid, but is kept limited in terms of color versus white- the idea being that kids do not stay inside the lines, and they will utilize the whole tent has a drawing pad. The more blank canvas the better. Because I have chosen to make bold and standout subheadings throughout the pieces, I felt the kids tent needed the same type of choice. I decided to exaggerate the size of exclamation points and text, and make the page more colorful by changing that text to the provided Marinara Red or Leafy Green.
ADULT TENT (Left): In order to best utilize space, the horizontally arranged Pasta Amore logo is used. It allows for more information to be included on a single page, as well as spreads the viewers attention across the whole page. Just like on the menu, the heading and subheading of this drinks list uses both Italian and the English translation. Headings are put together using to contrasting variations of Klinic Slab to create emphasis on the page and a visual hierarchy within the heading. To create a nod and focus on modernity, I chose to only include drinks from two places, Italy and Washington State. I am located in Seattle, WA, so to me the Washington products are local. I wanted to maintain the trend of utilizing local products when possible, which is in my mind a modern trend that is utilized more and more.