Last fall, after juggling multiple design projects and struggling to spend adequate time on each one, I decided to switch up my branding process and focus on one client at a time. I began booking all of my 2015 design clients in two-week timeframes, and Amanda was the first on my list. We began working on her brand and website two weeks ago, and the following 10 days were a fun whirlwind of concepts, drafts, and revisions. I'll share more about my thoughts on this new process in a later post, but today I'm excited to show off this gorgeous new brand for Southern Charm Events & Planning!
Amanda and I spent some time discussing her business and her ideal customer before the design process began. I asked her a series of questions regarding her mission statement, adjectives that she would use to describe her brand, and what differentiates her business from other wedding and event planners in her industry. My last question regarded what she wanted to highlight and emphasize most about Southern Charm Events & Planning, and I loved her response.
"I want to reflect hospitality, friendliness, and approachability. I love floppy hats, dresses, and pearls. Southern Charm should scream Southern Belle without seeming uppity; I want my brides to feel like southern belles whether they are having an outdoor plantation wedding or an upscale Dover Hall wedding. Southern Belles have class without being ugly about it."
So as I came up with the inspiration board and later, the logos and brand elements, I kept in mind those friendly, personable, approachable qualities to attract down-to-earth, classy Southern brides.
I brought in coral, minty blue, and berry to keep the tone bright and cheerful, a touch of light pink for femininity, and navy blue as a classic, dark neutral. I chose pink florals, charming polka dots, classy skirts and dresses, and curly monograms to add that light-hearted, sweet style that Amanda wanted her brand to reflect.
After we nailed down the colors and the visual direction of her brand with the inspiration board, I presented Amanda with three different concepts for her logo.
We both agreed that Concept 2 was the most fitting, especially for her ideal brides. The hand drawn script and the classic serif font below gave us just the right mix of friendly sophistication that we were hoping for.
Once we settled on a primary logo, I designed some alternative logos to give Amanda variety. I also brought in illustrative elements like bow ties, horseshoes, dogwood flowers, and sun hats to be used on collateral items and on the website.
After getting to know Amanda and the heart behind her business, I think we accomplished the goal of visually reflecting the character of Southern Charm Events & Planning. Through charming colors, classic fonts, and cheerful illustrations, we achieved the southern charm that Amanda was seeking for the design of her brand and website.
To see more of the new brand and website for Southern Charm Events, visit www.southerncharmeventplanning.com.
Are you interested in working with Elle & Company on a new brand and website for your blog and/or business? Visit my branding page for more information on packages, pricing and availability, my portfolio page to see my recent design work, and my contact page to get in touch. I would love to hear from you!
