Brand Design for Avenue 89 Co
For most creative businesses, the brand is the glue that holds the visual representation of everything together. It’s the way your customers recognize your value, and what keeps your products and offerings consistent and memorable. Starting your business with a solid brand serves you immensely as you begin your creative journey, but if you’ve already started and established a name for yourself, a rebrand should only be put in practice to further cement your brands visuals in the minds of your existing followers and audience.
Dara from Avenue 89 Co came to me with an existing business - her print and digital media company that offers books, podcasts, and editorial services to help others publish their written works. Dara’s hope for her company is to produce content that hasn’t been seen before, to “take the road not yet traveled” to quote her. Her passion for her work really shone through her inquiries and made me so excited to start working with her to develop a logo for her business as well as several forms of collateral to take marketing her business to the next level.
Using Dara’s Pinterest inspiration boards, I developed a moodboard to personify her brand, based on what she’d told me and what I could gather from the inspiration on her Pinterest boards. It was clear to me that the brand had a classic, almost vintage element, but needed to be pulled more modern considering the main platform for the business is a podcast — very tech-y and modern. I blended sophisticated, classic elements with a cool, modern color palette to produce a moodboard that demonstrated intentionality in representing Dara’s brand.
After verifying that I was headed in the right direction, I started developing Dara’s logo concepts. I started with three diverse concepts for her to see based on her requests and the inspo on her Pinterest boards. We narrowed those three down to the two favorites and I provided six additional logo concepts that incorporated her favorite elements in different combinations. From there, we ended up with two options in our final round of logo drafts.
As I was looking at the final two logo options, I had a vision for incorporating the two of them into the same style, so that one would act as the main logo and the other would be the alternate/sub logo. Dara was a fan of that idea, so we moved forward with this logo as the final options, and this sub logo:
building out the brand
With a logo concept set, and a moodboard to reflect on, I created a brand guide for Dara that included the moodboard (for reference), the logo variations, a color palette, and font suggestions.
Dara requested the following items of collateral for her brand design package: business card, postcard/flyer, an editing services pricing guide, and a bookmark. Here is how I carried the brand throughout those four designs:
This was a fantastic way for me to start my summer. Working with Dara reminded me how much I enjoy what I do, and how great it is to work with someone who can understand and appreciate your creative vision and with whom you can share your enthusiasm for a project. I can’t wait to see how Dara’s brand goes, and to see these designs in action!