BRAND
YOUR
“Is the single most important investment you can make in your business”
— Steve Forbes
A visual identity system is at the core of brand recognition and brand perception. Color palettes, typography, logos and marketing collateral, all must work together to create a strong, recognizable presence.
Building my own brand identity system was exciting because I had full creative control over how I represented myself and my business, but it was also challenging because I had to balance personal taste with broader design principles and audience expectations.
The fun aspect of developing my personal visual system was showcasing my design style, which blends vibrant beach-inspired elements and Art Deco influences.
For example, my color palette incorporates a vibrant orange-yellow, giving easy-going vibes of a hacienda on a sunny day, and neutral undertones of gunmetal grey, reflecting a harmonious mix of playfulness and professionalism.
The flowy curves, pointy edges, and dramatic vertical elements of Art Deco architecture heavily influenced my logomark design. I have specifically always admired the Chrysler Building's crown and spire, which some have referred to as a "beacon of hope." Its beautiful architecture inspired me to incorporate an upward-pointing arrow in my logomark, which I created by exploring the relationship between positive and negative space (Gestalt figure-ground principle). Like the Chrysler Building's spire, my arrow symbolizes growth and progress. I find that a clever use of negative space is a simple and elegant way to add a whole new dimension to a design and aim to incorporate this technique into my designs any chance I get.
