brand design for kendyll hillegas

Deliverables

• Logo Suite

• Color Palette

• Typography Styles

• Brand Personality

Process

1. Met with Kendyll for a brand discovery workshop to discover common themes between her, her work and her audience to establish a brand personality that reflected what's important about all three

2. Presented the polished brand personality and three mood boards that features her illustrations and how graphic elements could possibly compliment them

3. Created two logo suite options based on the chosen moodboard

4. After revisions were completed on the chosen logo design, a color palette and font styles were developed to compliment the logo suite.

Challenges

1. Balancing the needs of Kendyll's two audiences: art directors who commission her illustrations, and aspiring or new artists who take her courses and/or watch her YouTube channel

2. Keeping the illustrations the hero of the brand without resorting to a boring or generic logo

Solutions

1. Accentuated what makes Kendyll a joy to work with or learn from rather than specific deliverables

2. Used handwritten recipes and artist signatures as inspiration - both handmade but modest in nature

3. Pull common colors from Kendyll's illustrations for the color palette to make the visual brand feel like an extension of the illustrations