I’ve had a wonderful time working on a smaller branding project different than my usual full branding for creatives. I’ve spent a few weekss working with Erich and Tati of Whimsy Weddings, a planning and floral event design business in New York, on creating a new logo and brand for them. While I love doing the whole brand design process from start to finish, I do take on a number of smaller projects.

Tati came to me wanting to take her brand to the next level in terms of class and sophistication. She felt they had outgrown their TOO “whimsy” look. They wanted to keep their very established business name, but change their look to reflect the high quality of their brand.

I started the process of working with them like I do with any full branding client by having a coaching session to define their ideal client and niche. I love these sessions via Skype because I really get to know my clients and it’s a great self-learning process for them too to get them to think about their place in the market, their competitors, and much more.

After reviewing their in-depth questionnaire before our coaching session about their vision I came up with this ideal client and description:

I always include the color palette I am thinking of for their brand in the client mockup. I also reflect the colors in the ideal client’s clothes. I find this visualization helps clients connect with actual ideal clients as they can see what they would look like. After the coaching session I created a mood board to reflect the overall look and feel for their new brand. It included their floral concept and purple, lavender, and green color palette.

I have just finished their brand board but will share that in another post! Their logo is swoonworthy with calligraphy by Lady G Paperie and custom floral watercolors by By Brittany Branson. Stay tuned!