A woman-owned startup brand, Beach Haus Swim, reached out to create a “clean, but not sterile, whimsical yet sophisticated” look for the brand. As a new business, the owner knew what she wanted to do with the brand, but wasn’t sure where to start with design. I created a custom brand package for her as a foundation for future design needs. We decided that a logo, secondary logo, font pairings, color palette, seamless pattern pairing, and additional icon-esque elements would provide a great base to build the brand on.

Illustrator, InDesign, Procreate

I began with my initial brainstorming process, thinking about all things “beach haus.” I created three initial mood boards to help the client understand the different directions I had as visions for the company. She chose one, and I then was able to use my mood-board as inspiration to build a clean, crisp, and memorable logo. Once the logo was nailed down, I created some secondary options to be used in scenarios such as social media profiles, letterheads, or other areas in which the main logo would not be the best option. From there, I was able to pair some timeless fonts with the clean logos and bring in some color. In addition to opening her swim boutique, my client is a photographer. I had the idea to pull color from her photos to curate a clean + sunny color palette, as she mentioned some of her work will be featured throughout the store.

One element of design that really helps unify and give character to the brand is a set of patterns, designed for use in advertising and marketing materials. My client mentioned that she loved jellyfish, and while I think they are some of the most beautiful species on the planet, they didn’t quite work for the simple and geometric logo design we were going for. They would however look fabulous as a pattern. In addition to the jelly pattern, I wanted something that complimented them well but had some contrast. Sea horses have a graceful but tough appearance, so I designed a seahorse pattern to accompany the jellies.

Once the design was completed, I arranged all of the elements together in a branding document, featured below, and created some business cards for the team.