I had the pleasure of working with Monique Vidal, a Roaring Fork Valley interior designer, on her rebrand a couple of months ago and wanted to share the final results. Monique came to me requesting a rebrand that would present her business as contemporary, professional, creative and collaborative. Her target audience is primarily second homeowners and retirees who have high-end taste. Monique shares my appreciation for abstract imagery and clean, classic design, so I knew we'd make a great team.
FINAL BRAND BOARD
Among the requirements listed above, it was important to Monique that her branding reference the natural world as it is something she tries to incorporate into her projects. She mentioned that she would love it if either a feather or arrow could be incorporated somehow; she collects feathers and loves arrows, which both symbolize forward motion and change.
With that in mind, I began working on various logo ideas, some of which would incorporate these elements. I also considered keeping the logo very simple and incorporating the feather or arrow into additional artwork that I planned to develop.
ROUGH LOGO IDEAS THAT WEREN'T SELECTED
Early on in the branding process, I developed the arrow pattern shown in the final brand board, and Monique fell in love with it. When deciding which logo ideas to pursue, Monique and I agreed that the logos with an arrow in them wouldn't work well with the arrow pattern. Since she definitely wanted to use the pattern, it was clear to us that we'd need to move forward with one of the more simple logos.
At this time, we also began exploring color options. She had originally expressed an interest in using turquoise and red, but I steered her towards turquoise and a rich, mocha brown, as it would reflect her love of nature more than red would. The lighter tint of the brown was incorporated specifically to add variety to the arrow pattern and complements the other two nicely.
Once Monique selected a logo to refine, I went about tweaking small details like the sizing of the M, the V, and her business name in relation to one another. I also began building her colors in cmyk and rgb and deciding which aspects of the logo should be which colors. Once these items were completed, I developed a logo variation, built out the pattern for use on various collateral, and completed Monique's brand board.
NEXT UP WAS MONIQUE'S COLLATERAL
Applying Monique's new brand identity to her collateral was a ton of fun! I found that in some instances the primary logo worked best, and in other instances, the variant worked best, but all came out great and work together to present a cohesive, consistent brand identity that reflects Monique's modern, creative aesthetic, along with her appreciation for the natural world and desire to incorporate it into her design projects.