When Missy, a talented photographer, approached me about updating her website’s look, we talked about updating her font pairings, cleaning up her type hierarchy, and maybe freshening up her colors. However, as we talked further, we came up against the realization that while her branding was very clean, classic, and crisp… it just didn’t feel like her.
Missy wanted something that felt clean and modern and classic, while incorporating her Hawaiian heritage. Also, a big chunk of her photography business involved doing branding photography for florists. It felt right to pick up on these things and focus on plants
I ended up presenting Missy with three different concepts. The one on the right resonated the most: it had the free yet classic feeling that Missy wanted, but it still didn’t feel quite right. We both wanted more color, and we wanted it to feel more personal.
I went back and redrew her leaf, again and again and again, until I felt that I had something as loose and spontaneous as Missy herself. We debated colors, finally landing on this textured pastel rainbow gradient for Missy’s Hawaiian heritage. Missy provided her signature, and suddenly the logo came into focus: the serif font bringing the classicism that was our starting point, the leaf and signature bringing the playfulness and warmth.