When Courtney decided to start her own boutique, Short & Sweet, she came to me looking for a logo and brand identity that would convey a feminine and caring personality, but wouldn’t feel dated.

Okay, not exactly, haha. We’ve been friends for 15 years, so I know what she likes and knew a simple, floral brand image would fit her perfectly. She planned to create custom embroidery and vinyl appliqué products from home, so we began our work by building the digital identity and laying the groundwork for a future storefront.

I was Ben’s first client while he still worked as a personal trainer at one of the large gym franchises and we often talked about life, interest, and careers (including mine as a graphic designer). When he decided to strike out on his own, he asked me to help create a modern and cleanly designed logo and matching brand identity.

We began the process by gathering examples of things Ben liked, colors that tended to catch his eye, and possible applications of his brand. The logo design and colors we decided on were applied to business cards and apparel, as well as mockups for potential merchandise.