I’m working on the colour scheme for a new and exciting branding project (more process work coming soon!) and my client and I were really inspired by this photo from minted.com/julep/. When I start a more sophisticated branding project I like to create a private Pinterest board to pin all my inspiration photos, logos and illustrations. I use the pin board to draft up a more polished moodboard to present to my client. For this particular project I shared the pin board with my client so they could contribute their own inspiration elements. For the more hands-on client this is a great way to start the brainstorming process but it’s not always the best approach (I think you need to get a feel for the level of creative involvement your client is comfortable with).
From there I develop the brand presentation—a one page (8.5″x14″) design that neatly showcases all the elements of the small business’s visual identity. This is the recipe I use to design the website, blog, business cards etc. Things I always include in the brand presentation:
logos and logo variations
brand elements (this may include identifiable icons, unique social media images etc.
You can check out a recent print ad I did for FreeMyGrapes—a volunteer based, non-profit established by Canadian wine lovers. All artwork is original and was designed to reflect the organization’s visual identity. We actually started off with a more text heavy ad, which evolved into an infographic. I think we created something that’s quite versatile here and something that can be used in other communications moving forward. Your goal as a freelance designer is always to fill a communication need and maximize the value of your work for your client. In this case, an infographic representation of my client’s key messages has additional value because various elements of the ad can be published and modified for other informational communication purposes.
I think it’s important to ask your client where else they may publish the artwork. Maybe they want to feature the ad on their blog, website, or modify the art work for other print pieces, reports etc. Your client may have some ideas or maybe they haven’t thought about it yet. It’s important to ask these questions because your medium and associated target audience will impact your design strategy.
If you’re charging a flat rate for the design, you may want to include any modified designs for other platforms at an hourly rate. I like to start by having an initial conversation about the primarycommunication medium, target audience and key messages, and then work through additional options from there.
I just finished two design contracts today—one advertisement and one infographic spread in a Canadian magazine. I’m so excited to see the final creative in print! (I’ll post an update when this happens.) Feeling happy about the work and a little tired today, I decided to reward myself with some free drawing time. The result—a new print for the blog. There is something very soothing about playing with geometric shapes and symmetry. Once you get started, the design starts to take on a life of its own.
Today’s inspiration board is inspired by brunch, because you know, brunch makes everything better. I’ve been slowly redecorating my petite apartment around my favourite meal of the day, so I put together a bit of a want list here for brunch entertaining. I just purchased the kitchen cart (no. 2) from target and I absolutely love it! Perfect for small spaces and for entertaining (it has wheels!). All the items are linked below!
I find a lot of of my colour inspiration from beautiful photography. You can pull so many different colours from photos that the combinations are endless. When creating a palette grab your inspiration photo and try to pull like colours. I went for more muted tones here. You could have just as easily grabbed the brighter hues and used more pink, orange and cream undertones. It’s important to grab lighter and darker shades, as well as an accent colour for your palette. For this palette I’m using the rusty pink as my accent and paired it with different neutrals that don’t necessarily match but go. Anyways, happy designing!
I’m currently working on a rustic inspired project and thought I’d share some of my process work. I’m really loving the combination of rusty reds and bluey-greys in this moodboard. A combination I don’t usually use. Enjoy!