Elevate: Class of 2021 by Fiona Humberstone

Introducing the Class of 2021

What’s Inside THE STORY

DANIELLE ALLING

110

MARION TAN

LORNA MORRIS

120

JENNIFER TURNER

MELODY TODD

130

ICHIGOCHIE STUDIO

CHANDRA CASALI BELL

140

DAWN TERRIZZI

KATHA ZANDER

150

ILLARIA 50

CASS EWERT

160

LUCI BURGESS-FARWELL

JADE THOMAS

170

JENNIFFER RIVERA-WARWICK

KEELEY REES

180

LIZ GRECH

LUCIE WARD

190

CHLOE CRUMP

CHEERS! 200

100

FAQ’S 201

JULIA CARTWRIGHT

thebrand-stylist.com

T H E S TO RY

six weeks to elevate Elevate is a unique and exciting mentoring programme for brand

Each has brought with them a unique level of skill and experience

designers committed to excellence. Through a carefully curated

and they finish this class at different levels. There was no prerequisite

collection of content, group teachings and most importantly, one to

level for joining and no ‘pass mark’ at the end. Instead, the focus

one feedback, each participant has produced three stellar portfolio

has been on elevating their own work and moving their own unique

pieces and crucially, elevated their work, their vision, their process

creativity, vision and skill forwards. By showing up, producing the

and the potential for their business along the way.

work and taking on board the feedback, these designers have

This is the third Elevate programme I’ve run and it’s been a true joy

achieved some incredible things and I’ve created this Journey to

to once again work with a collective of passionate designers. Some

celebrate that.

have arrived as experienced brand designers, others have begun

So let’s say a big Cheers to The Elevate Collective, Class of 2021.

from a completely blank slate. All of them have worked hard and achieved exceptional things in a very short space of time. The journey you’ll see charts their progress across three projects from their initial project right through to their final submission. Nine

Do soak up the creative inspiration on their websites, show them some love on Instagram and put them under consideration for your next branding project. Enjoy!

briefs to choose from, three projects to work on and six rounds of

Fiona

personalised feedback from me, along with group notes that pick up

ps. If you’d like to join us for the next programme, you can find out

on key process themes has meant that we’ve been able to elevate at

more at thebrand-stylist.com/elevate

an incredible pace.

thebrand-stylist.com

‘thank you for re-igniting my passion for branding and design and for unleashing a new sense of creativity in me. It’s been truly magic.’ C H L O E

G E O R G I N A

thebrand-stylist.com

M A R I O N TA N

refined and elegant Marion has consistently created some really beautiful work throughout our time together in Elevate. Marion’s vision for Monk’s Wood was utterly stunning and she’s brought that gentle and refined simplicity to every project she’s worked on. It’s worth bearing in mind that each of the projects you see here have been pulled together in just a week - alongside other work and personal commitments. That’s quite a feat! Marion has thrown her all into each and every one of these projects and they’ve been a true delight to review. I’ve loved seeing her develop a more timeless and distinctive style as our work together has progressed and I think you are going to see some really exciting things coming from her over the coming months. M A R I O N TA N . C O M

thebrand-stylist.com

mood board

Mirroring Tabitha’s delicate edge, the brand identity takes on a delicate and natural approach with a unique edge to it. A balance of plums, pinks, and neutral characterize the color palette to inspire enchantment and creativity. Trailing floral elements mirror Tabitha’s unique approach - organic and stylish at the same time

BRAND IDENTITY FOR TABITHA

thebrand-stylist.com

color palette

Soft peach and feminine hues balanced by a deep plum tone capture the romantic aura of the brand while still giving it a unique edge. This is intended to exude Tabitha’s expertise in her creative field, inspiring those who look up to her. 11

BRAND IDENTITY FOR TABITHA

thebrand-stylist.com

creative vision

To highlight the carefully considered ingredients and thought put into producing this skincare line, the brand identity will take on a quiet, relaxing, and natural approach. Staying true to their philosophy, the containers and boxes will be made of sustainable materials keeping their natural texture and color. Overall, the brand identity should feel relaxing, considerate, and natural

thebrand-stylist.com

‘I can’t believe we’re on the last project for Elevate! It all went by so quickly, and I honestly still don’t want it to end haha!’ M ARIO N

TA N

thebrand-stylist.com

“I realized that the best part about the way you give comments is that you're always doing it in a way that would challenge us and take us a step further. You never dictated what we're supposed to do but you allowed us to preserve our creative freedom so we could rise to our full potential. My work always turns out sooo much better after you guide me. I never knew how much slight tweaks can make such a huge difference!” M A R I O N

TA N

thebrand-stylist.com

JENNIFER TURNER

warm and engaging A talented copywriter and designer, Jenn brought insight, creativity and clarity from the get-go. I was bowled over by her work for Kinmade in week one and her work continued to inspire and delight each week. Jenn’s work brings a real sense of joy and humanity to this space and I love her distinctive and compelling style - so much so, I’ve already recommended her to a client! She really thinks through her approach and her clarity, vision and ability to articulate a brand well is a beautiful thing. G E M I N I B R A N D I N G . C A

thebrand-stylist.com

WHERE WE STARTED

A decidedly different subscription box, Kinmade is less about what’s inside the box and more about what you make with it— memories shared with the ones you love, your kin. Targeting socially and environmentally minded parents who value intentional living, we knew the brand had to be grounded in humanity and nature— without taking itself too seriously. So, we played to a parent’s sense of nostalgia, curating a warm, vintage aesthetic that connotes the comforts of childhood and days gone by. Grassy green and buttercup yellow contrast a playful pop of pink, while linen and ceramic textures invite us back to a simpler way of life, connected to nature and each other. The overall effect is warm, inviting, comforting and playful, like a good hug on a bad day.

BRAND WORDS

grounding comforting playful

thebrand-stylist.com

WHERE WE STARTED

From its all-natural, organic ingredients to its non-negotiable take on sustainability, Fira is uncompromising in its standards, but gentle in its approach, sourcing from the earth and crafting every batch by hand with love. We knew a balance needed to be struck between Titania’s high calibre of craftsmanship and her nourishing philosophy on self-care, so we blended natural materials with clean lines and luxe accents for a brand that’s as modest as it is sophisticated and as grounded as it is indulgent, reminding us that everyday routines can become meaningful rituals with intention and self-love. BRAND WORDS

grounded nourishing indulgent

thebrand-stylist.com

C O LO U R PA L E T T E

Coloured only by neutral shades, we play to Fira’s earthen ingredients and establish a palette as diverse as the brand’s customers. From refillable amber bottles to luxe gold accents, the palette is both grounded and indulgent, gender-neutral and warm.

AMBER

CLAY

PETAL

GOLD

thebrand-stylist.com

“I feel more aware of my unique skillset as a designer, where I can improve, and generally that I’m more capable than I gave myself credit for.” JE N N IF E R

TURN E R

thebrand-stylist.com

ICHIGOCHIE STUDIO

grounded and emotive Sandra has created some truly polished and gorgeous work throughout the Elevate programme and it’s been so exciting to see how she’s tackled each brief. Reviewing her work for our subscription box project in week one was a real goosebumps moment and was the catalyst for putting her in touch with one of my clients for a rebrand project. I was equally bowled over by her approach to the Folk.Brooklyn project in week two. Sandra’s style is refreshing and exciting and I’m so excited to see where she takes her work after this programme. I’m looking forward to seeing big things! I C H I G O I C H I E - S T U D I O . C O M

thebrand-stylist.com

slow life, handmade and social consciousuness are the words that guided the visuals of the brand. A brand that feels like a gentle hug with earthy tones and a calming and gentle voice. It was important to reﬂect the personality of the creator, a social worker, champion of gentle living. That is why the brand promotes a slow way of living, a monthly experience to ground and connect families. A new name was chosen: “Shared Stories” a name that reﬂects the purpose of the brand, sharing stories and moments not only with the family, but also with those in need. The project has a clear niche in mind, and its magic lays within its simple invitations to create quality family time. And my job as a designer was to bring that magic to life through the brand. A brand that will allow these beautiful subscription boxes to bring joy to many families, not only during the pandemic, but long beyond.

thebrand-stylist.com

“sometimes you will never know the value of a moment until it becomes a memory.”

thebrand-stylist.com

modern, healthy, inspiring Folk.Brooklyn is more than a shop. It’s a lifestyle, a philosophy, a movement to eat and enjoy natural things to bring color to our lives. The shop focuses on a specific customer. Those who are tired of eating processed foods and want to start living more consciously without giving up style and flair. The brand reflects the quality and modern style that bring the owners, without loosing Brooklyn’s touch. A pleasing contrast between fresh and vintage, modern and traditional, brought together. A brand that breathes its philosophy throughout all its elements, and that aims to send a strong message. Folk.Brooklyn is not meant to be shy. It is meant to be the one that raises the voice to be the leader of a new movement.

thebrand-stylist.com

A recycled paper cup for the coffee bar.

A poster of one of the shop’s events. 34

thebrand-stylist.com

“I will finish the program with tons of design insights, more confidence, and also new friends” S A N DR A

A LLE G RE

thebrand-stylist.com

‘getting that feedback from you, a professional I admired for so long, gave me a lot of confidence to keep going forward and trusting myself.’ S A N D R A

A L L E G R E

thebrand-stylist.com

DAWN TERRIZZI

a truly beautiful vision Dawn’s company name translates as ‘beautiful vision’ and she’s certainly showcased her flair and insight for curating utterly beautiful work throughout this process. An experienced interior designer, Dawn was pretty much starting from scratch in terms of brand design and has achived some utterly incredible things in just six weeks. From the get-go, Dawn had the ability to interpret a brief in the most inspirational and elevated way and so we’ve focused our work on giving her a solid foundation of logo design skills to build upon. Her work for Meadowsweet is a brilliant example of just how hard she’s worked and how much flair she has brought to her work in such a short space of time. Delightful. B E L L AV I S I O N E . C O M

thebrand-stylist.com

‘My mind has been racing as I put together my presentation for brief three and how the direction of my work has become so much more clear .. in such a short time I can see how what I do and the way I do it can be of enormous benefit to my clients and my website focus, copy and purpose has come together (in my mind) in a way it never would have had I not taken elevate .. truly truly elevated not just my work, but my whole direction and focus .. I am beyond excited and grateful for what these past few weeks have unfolded and revealed .. truly inspiring .. a huge thank you miss Fiona .. your incredible eye and experience has made such an impact!’ DAWN

T E R R I Z Z I

thebrand-stylist.com

ILLARIA

an astonishing journey Illaria began Elevate with absolutely no design experience and a two year old in tow! What she has accomplished over the past six weeks is staggering and a real testament to her hard work and commitment to excellence. You can really see the development in Illaria’s work quite markedly throughout these three projects and that’s something that’s really exciting to see. She’s worked hard to learn about typography, balance, space and alignment. She’s brought vision, clarity and intention to her projects and her final work for Tomfoolery shows just how far her design has progressed in such a short space of time. To have achieved all of this alongside everything else she has on her plate is quite something and I know that this is just the start of her design journey. Exciting! @

L I N T E R I O R I S TA

thebrand-stylist.com

MOOD BOARD

thebrand-stylist.com

BRAND IDENTITY – MAEN-DU

Vers. 1_21

PAGE 7/14

LOGO

•

2 parts stand for body and soul that are simultaneously reinvigorated when staying at Maen-du.

•

Just like a modern TAO symbol

•

The ascending line stands for the Wales mountains and it reminds of the customer‘s journey: his energy goes up and down and then higher thanks to Maen-du.

•

It‘s simple and minimalist, which makes the reproduction very easy, even on sport clothes.

thebrand-stylist.com

BRAND IDENTITY – MAEN-DU

Vers. 1_21

PAGE 8/14

thebrand-stylist.com

COLOUR INSPO SHIRINI embodies the boldest colours of the Middle-Eastern world: Warm tints that remind of desert sand, spices, dry fruits with a splash of pomegranate juice and exquisite fresh fig pulp. Then gold, which is the trade mark of the Middle-East.

thebrand-stylist.com

COLOUR PALETTE

Pomegranate

Gold

Fig

Date

Lavender

Desert Rose

Hint of red

thebrand-stylist.com

INSPIRING DESIGNS

thebrand-stylist.com

L U C I B U R G E S S - FA R W E L L

feminine and elegant Working with Luci has been a real joy and I’ve loved seeing her work and her process evolve with each project. What you may or may not be able to see from the pages that follow here is the sheer intention and excellence Luci has poured into her work as the weeks have progressed. We’ve switched up the focus, from doing things fast, to placing an emphasis on creating space for excellence, building in time to refine and reflect and to always come back to the brief. It’s paid off in spades and I have a feeling that Luci’s business is going to go from strength to strength this year. Luci absolutely blew me away with her final submission, which not only nailed the brief, but also was an exquisite piece of design work that would create the distinctive and covetable impact the brief required. E I L E VAT I D E . C O M

thebrand-stylist.com

Monk’s Wood Manor is a brand synonymous with the British aesthetic. With it’s understated yet timeless styling, it evokes feelings of a natural Springtime garden in bloom, instantly recognisable amongst locals and holidaymakers. At Eileva Tide Studio, we felt that the Manor’s latest venture in to olfactory deserved to stand alongside it’s Mother brand as a complimentary counterpart, yet with wings to become larger over time. With that in mind, we present the brand discovery and styling of Monk’s Wood Manor’s latest venture...

thebrand-stylist.com

Summer Nights warmth, earthy, organic

Kitchen Garden natural, vibrant, alive

Botanicals fresh, clean, inviting

thebrand-stylist.com

EAT WELL, LIVE WELL.

thebrand-stylist.com

e i l e va t i d e s t u d i o ,

2021

thebrand-stylist.com

e i l e va t i d e s t u d i o ,

2021

“I just had my first new branding client brand presentation since starting the course and it was approved at first submission. Focussing more on how the brand feels as opposed to how it looks has been a TOTAL game changer and I'm, like, 200% more confident in my abilities and work now.” L UC I

BURG E S S - FA R WE L L

a l w a y s

s i m p l e ,

n e v e r

o r d i n a r y .

e i l e va t i d e s t u d i o ,

2021

thebrand-stylist.com

J E N N I F F E R R I V E R A - WA R W I C K

an inspired vision From the get-go, Jenniffer has demonstrated that rare ability to really capture the essence of a brief and translate that into a beautiful and exciting vision. With a plan to leave her demanding corporate career and take her design business full time, we’ve focused our attention on elevating the detail of her design work and making sure that what she executes is as powerful as her wonderful vision! It’s been a true delight to review Jenniffer’s responses to each brief and I’ve loved seeing how she’s approached each project. Where she takes her business next is going to be very exciting! J E N N I F F E R WA R WI C K . M Y P O R T F O L I O . C O M

thebrand-stylist.com

BRAND ESSENCE D I S C O N N E C T TO R E C O N N E C T CHALLENGING I N S P I R AT I O NA L ENERGETIC

thebrand-stylist.com

S N O W D O N I A

MAEN DU W E L L N E S S

R E T R E A T

W A L E S

A LTER NATE L O G O Adding the location to this option, 72

to be perfectly recognised for advertising purposes. Colour can be changed

thebrand-stylist.com

MA EN DU W A L E S

S N A

MD W L S

S N O W D O N I A W A L E S

MAEN DU W E L L N E S S

R E T R E A T

M A E N D U

OPT IONS Different alternatives to be 73

applied as appropiate in different platforms and social media

thebrand-stylist.com

THE MOOD

thebrand-stylist.com

P I S TAC H I O ROSE PA N N A COT TA TA R T

ORANGE BLOSSOM & ALMOND TORTE

FIG & THYME CHEESECAKE

L AV E N D E R INFUSED

PUDDING TA R T

thebrand-stylist.com

SH I R I NI

S H I R I N I

SHI R I N I

S H I RINI P A T I S S E R I E

roz P I S TAC H I O R O S E

thebrand-stylist.com

PA N N A COT TA TA R T C E L E B R AT E S T H E S W E E T T H I N G S I N L I F E SHIRINI.COM

BRAND IDENTITY FOR MEADOWSWEET

9 DESIGN VISUALS

thebrand-stylist.com

meadow sweet B O TA N I C A L

S K I N

C A R E

thebrand-stylist.com

We are crafters in the art

“Week six! gosh, time flew by, it has been very challenging (especially trying to juggle with my demanding corporate job) but also very exciting and rewarding, it has given me the reassurance that I can do this and quit my day-to-day job.” JE N N IF F E R

RIV E R A - WA RWIC K

of botanical skin care

m s

thebrand-stylist.com

LIZ GRECH

the start of an exciting journey! An experienced copywriter and perfumer, Liz was fairly new to brand design and has brought her commercial insights, vision and experience to Elevate in spades. It’s been a real joy to see how Liz has approached each project, often considering the brand story and retail aspects alongside her creative work. We’ve worked together to refine both the execution of the design details and also her process and it’s been so exciting to see how Liz’s work has evolved over the course of the programme. I absolutely loved what Liz did for Meadowsweet, which felt like the perfect marriage between her background and where she plans to take her business next. I am so excited to see how Liz’s work develops from here. C R E AT I S TA D E S I G N . C O M

thebrand-stylist.com

MONK’S WOOD MANOR AMBIENCE

BR AND PRESENTATION C R E AT I S TA D E S I G N

thebrand-stylist.com

Minis Candle &The Sets fragrances Inspired 1525 | Created Inspired Inspired 2021 1535 1535| |Created Created2021 2021 Monk’s Wood Ambience could Candle Fougere introduce label - fern: and special the cartons plant editions are that colour such dominates ascoded a Monk’s taking the Wood botanical in everyicon season. as ‘rare botanicals’ collection asthe in A this colour primordial wild reference. orchid plantexample. with ancient mystery. The first ‘fantasy’ perfume in modern times (Houbigant’s Fougere Royale, 1882) .

MONK‘S WOOD MANOR AMBIENCE

Themed mini candle sets could The include: old map is a subliminal visual and justaposes with the clean, modern lifestyle look.Wiltshire name of the River Bybrook which runs Weavern - the local through Castle Combe. The scent is of riverside herbs. wedding & anniversary spring woodland If you are using natural waxes such as soy and rapeseed, then I advise not colouring wax as to the be non andiswould knott garden Combe - oldthe English forcolourants a hollow ortend dip in hills.natural The scent of wild distract from the minimallist, contemporary look. flowers from the thickets and iris that loves the moisture of the combe. riverside Christmas Vessels Wassail are- aideally winteropaque, scent recalling sandblasted meadwhite and exotic and/orspices green.and named after the Gloucestershire Wassail, a local old English Christmas carol. The old map is of the City of Bath, 1610. Ideally, we find an old Combe map.

Page 24

Page 25

thebrand-stylist.com

MOOD • INNOVATIVE • EXCITING • MIDDLE EASTERN “Created by a duo of Middle-eastern chef patissiers, Shirini delivers a mezze of sweet treats to your door”

page 4

thebrand-stylist.com

DESIGN inspiration Shirini brand design is inspired by Arabic iconography such as ancient calligraphy with its combination of soft flourishes and also angular diamond shapes. Intricate geometry has dominated Arabic design for centuries and is referenced in the brand design. The design elements are inspired also by 1960s-70s Beirut when it was the Paris of the eastern Mediterranean. The design uses predominantly a burnished pomegranate red, deep pistaccho green, gold and strong sans serif fonts, and icons that recall airline logos of the day.

page 5

thebrand-stylist.com

LOGO

page 7

Headquarters’ signage

thebrand-stylist.com

DESIGN INSPIRATION

Oversize type. Textures and shadows. Minimalist style to reflect simplicity and authenticity. Colour for packaging. Light pinks, green-grey-blues, olive and beige. Amber bottles to protect organic, natural formulations.

thebrand-stylist.com PAGE 6

“the fact the Elevate makes us produce within tight timeframes means we really do move forward in leaps! I felt I’ve come from ground zero, and thinking ‘wouldn’t it be nice to .....’, to a place where I feel confident I can do this!” LIZ

G RE C H

PAGE 14

thebrand-stylist.com

“I now have the confidence to work in brand design. The course was a full-on deep dive test for me. I also have a far clearer, defined way to approach a branding role.” L IZ

G RE C H

PAGE 16

thebrand-stylist.com

CHLOE CRUMP

gentle, elegant and feminine Chloe has produced some really beautiful work throughout the course of Elevate and has really pushed herself with each project. She’s really refined her style and with each project she’s submitted, her work has grown and evolved. It’s been wonderful to see a clear style developing with Chloe’s work and I can see this continuing to flourish long after our time together. What she’s created over the pages that follow is a truly exciting evolution from where she is at with her current website and brand and I know that this is just the start of this creative journey for her. Can’t wait to see how everything comes together! C H L O E G E O R G I N A . C O . U K

thebrand-stylist.com

Calming

Delicate

Elegant

thebrand-stylist.com

“My process now is so much deeper and in tune with the essence of a project. I learnt to push the boundaries when it comes to research and have found a handful of amazing resources that I know I’ll go back to. By listening to you and to myself I feel like I am finding a new level of creativity.” C H LOE

C RUM P

thebrand-stylist.com

“My process has been flipped on its head. I have rediscovered ways of being creative that I had lost. I am so much more creative and open-minded now than I was before. I view brand design in a completely different light that excites me and inspires me. I know my new process will aid me so much in all my future projects. From the new levels of research to prioritising clarity and vision before designing, to have fun with sketching and mood-boarding. My process has completely revitalised!” C H L O E

C R U M P

thebrand-stylist.com

JULIA CARTWRIGHT

a commitment to elevating If you read The Journey from the 2020 Elevate Collective, Julia’s name will be a familiar one. Famous for being the hardest working and fastest elevating of the 2020 cohort, Julia has once again brought her trademark energy to the party and has elevated her work and her process beyond recognition during the past six weeks. As with last year, the rate of development in Julia’s work is astonishing and not only has she once again refined and elevated her process, she has done the same with her design work and created some utterly stunning presentations. Julia’s Spindleberry project was truly inspired and her work for Folk.Brooklyn exquisitely put together and beautifully envisaged. I know that Julia will go on to embed what she’s learned and continue to push her creative edge and I’m so looking forward to seeing what’s next for her. P R O U D PA R R OT. C O

100

thebrand-stylist.com

ENTREPRENEUR

BRAND ESSENCE

JAMES James heads up a rapidly growing Outdoor Apparel company, at their new off ices in S w a n s e a , Wa l e s . James, in his early 30’s has been seeing his long time girlf riend Rebecca, who shares his interests and love of keeping f it and being active. He maintains a strict health and f itness regime, ensuring he can operate at his peak. He is an adventure seeker and often escapes on the weekends to explore the mountainous regions o f Wa l e s o n h i s b i ke w i t h h i s g i r l f r i e n d o r c l o s e f riends. When he is not soaking up the wonders of nature, he appreciates the f iner things that Wa l e s h a s t o o f f e r , s u c h a s a d e l i c i o u s l y p r e p a r e d meal made by accomplished chefs.

INVIGORATING

/ BRAND STYLE GUIDE

101

CHALLENGING

A retreat that is INVIGORATING, CUTTING EDGE and CHALLENGING.

James is ambitious and works hard. He loves luxury cars and is fortunate to own an Audi sports car, which he loves driving when he can escape over the weekends visiting beautiful destinations that fulf il his love of fantastic food, outdoor adventure activities with added extras such as opportunities to further his growth and development.

DAN-Y-GRAIG

CUTTING EDGE

– The identity is MASCULINE and ENERGETIC not RESTFUL It needs to be BOLD and CONTEMPORARY. A brand that has SUBSTANCE and feels GROUNDED. A WARM INTENSE MUTED colour scheme, with NATURAL TEXTURES. BOLD minimal font complimented by a LIGHTER body font.

PAGE 6

PAGE 7

MA AN EN B R/A B NR DASNTDY LSET YGLUEI D D - Y--DGUR A/I G GEU I D E

thebrand-stylist.com

COLOUR & DESIGN DIRECTION

COLOUR PALET TE

03 01

MAIN COLOUR #3

ACCENT COLOUR #1

MAIN COLOUR #1 NEUTRAL COLOUR #2

01 NEUTRAL COLOUR #1

02 MAIN COLOUR #2

DAN-Y-GRAIG

/ BRAND STYLE GUIDE

102

PAGE 10

DAN-Y-GRAIG

PAGE 11

/ BRAND STYLE GUIDE

thebrand-stylist.com

IDENTITY CONCEPT

DAN-Y-GRAIG

/ BRAND STYLE GUIDE

103

PAGE 12

DAN-Y-GRAIG

PAGE 13

/ BRAND STYLE GUIDE

thebrand-stylist.com

MAIN LOGO

F O L K . B R O O K LY N E AT W E L L L I V E W E L L

104

thebrand-stylist.com

F O L K . B R O O K LY N E AT W E L L L I V E W E L L

105 F O L K . B R O O K LY N / B R A N D S T Y L E G U I D E

thebrand-stylist.com PAGE 14

B R A N D PAC K AG I N G

106

thebrand-stylist.com

B R AN D D E S I G N D I R E C T I O N

A brand that reflects an elevated modern country aesthetic that is still homely and inviting. Drawing from the rich details found in English estates including custom millwork profiles and handcarved masonry details. The design of this stately home is for the comfort of casual elegance with formal and informal rustic elements feeling intimate and welcoming.

107

thebrand-stylist.com

MAIN LOGO

THE

SPINDLEBERRY HOLMBURY ST MARY SURREY

108

thebrand-stylist.com

S E C O N DARY L O G O

“A game changer.”

EBER L D IN

JULIA

C A RTWRIG H T

THE

HOLMBURY ST MARY SURREY

THE SPINDLEBERRY / BRAND STYLE PRESENTATION

109

PAGE 11

thebrand-stylist.com

DANIELLE ALLING

natural and refined A trained yoga teacher and brand specialist in the wellness space, for Elevate Danielle really challenged herself to break out of her creative comfort zone and work on projects that would allow her to explore her creative style. She has created some truly beautiful pieces of work - her mockups for the fragrance brand in project one were gorgeous and her work for Meadowsweet truly inspired. I’ve loved seeing her really challenge her vision, refine her process and bring a whole new level of flair to her work. She’s planning a new website this summer and I cannot wait to see it. It’s going to be gorgeous! R I T UA L M A D E . C O M

110

thebrand-stylist.com

Monk’s Wood Manor

Visual Identity

by Monk’s Wood Manor

Muse of the Vale is refined elegance. It evokes the graceful, delicate botanicals of the hotel gardens and surrounding pastoral valleys. The logo is elegant and quietly understated, with a timeless charm. 111

thebrand-stylist.com 06

DOG ROSE

112

BLUEBELL

ANGELICA

thebrand-stylist.com

113

thebrand-stylist.com

TONE & FEEL Beautiful blues of Iranian mosques. Shimmering gold accents. Intense warmth of saffron and figs. Exquisitely decorated geometric patterns crafted with painstaking detail. This is the feel of Shirini.

“(Elevate) has helped me to step into my creative “power” and really level-up my work. I often feel tied to the style of my past projects, and this course has allowed me to try new things and really run with my own unique style and vision.”

exciting like the thrill of a new jet-set worthy restaurant

aspirational these are high-end pastries, the kind you've got to travel for

flavorful for a powerful sensory experience with a Middle Eastern twist

DA N IE LLE

A LLIN G

114

thebrand-stylist.com

115

thebrand-stylist.com

‘It has been absolutely everything I've needed to catapult me forward and re-ignite my passion for design.’ DA N IE LLE

A LLIN G

Subscription boxes feature the signature mosaic pattern in striking colors, with the logo prominently featured in embossed gold foil. A stark white stripe along the middle of the box creates the feel that the box itself is an exciting gift for the lucky subscriber. Upon opening, subscribers will see the bold Persian blue fully coating the interior of the box. Alongside geometric tissue paper and a gold foil sticker, these elements make a powerful first impression.

116

thebrand-stylist.com

03 Primary Logo Concept

A LLIN G

Meadowsweet

To celebrate the raw, textured nature of Meadowsweet’s product line, the logo has a subtle rough edge to it, while still maintaining the structure and space to communicate a sense of calm and ease. The tagline speaks to the brand ethos and includes triangle elements for a subtle nod to the trio of body, earth, and soul.

DA N IE LLE

Brand Concept

Proof 2

“I love, love, loved the course!! And I am seriously considering making it a yearly investment.”

117

thebrand-stylist.com

sweet

Brand Concept

118 thebrand-stylist.com

Proof 2

Brand Concept

thebrand-stylist.com

weet

119

Proof 2

LORNA MORRIS

bright and uplifting Lorna is an experienced magazine designer with a passion for brand design and I’ve truly loved working with her to bring this very new and unique approach to her creative process. Brand design requires a very different skillset to graphic design and Lorna has thrown herself fully into this endeavour and created some utterly stunning work throughout the Elevate programme. Seeing Lorna unleash her true creative flair throughout this process has been a joy to behold. Shirini is truly beautiful and her work for Tomfoolery feels so uplifting and colourful - I certainly think she’s found her style! L O R N A M O R R I S . C O . U K

120

thebrand-stylist.com

VIBE + STYLE

121

MAEN DU

CR E ATI V E DIR E C TION

thebrand-stylist.com

122

thebrand-stylist.com

THE VIBE

123

MAEN DU

CR E ATI V E DIR E C TION

R O F T I O D S W E I V E TH E N I L A N E R D A THE

thebrand-stylist.com

V ISUA L INSPIR ATION

124

SHIRINI

•

CR E ATI V E DIR E C TION

thebrand-stylist.com

DECADENT

125

DESSERTS

thebrand-stylist.com

126

thebrand-stylist.com

127

thebrand-stylist.com

TOM COLLINS

NEGRONI

“I’ve got to know my own style.” LORN A

MOJITO

128

M ORRIS

COSMOPOLITAN

thebrand-stylist.com

129

thebrand-stylist.com

M E L O DY TO D D

fun and colourful Brand Photographer, Dog Trainer, Marketer... Melody is a woman of many talents and seeing her turn her creativity and energy to brand design has been a really inspirational process. From an almost standing start, Melody has worked tirelessly to massively up her game on the design front and also bring a new level of intention to her work - no easy task. Her final project for Tomfoolery is a wonderful example of just how hard she’s worked throughout this process and a very exciting insight into the vision and insight she’s already bringing to her work. I have a feeling that this is just the start of this creative journey and I am really, really looking forward to seeing more. H E L L O M E L O DY B R A N D I N G . C O . U K

130

thebrand-stylist.com

THE BRAND LOGO

WILD FLO R A

131

thebrand-stylist.com

BRAND LOGOS Primary Logo

Primary Logo with Strapline

WILD FLO R A

WILD FLO R A INSPIRED BY NATURE

Alternative Logos

WILD FLORA I N S P I R E D BY N AT U R E

An elegant motif of Cow Parsely to symbolise looking through Monk’s Wood Hotel window to the wild flowers and nature found around the grounds and beyond.

BRAND TYPE Main Logo: Garamond Premier Pro for a modern country style. Strapline: Goldenbrook Light for a touch of elegance. Body Text: Bodoni 72 Oldstyle Book for timeless, refined eleganance.

132

thebrand-stylist.com

WILD FLORA I N S P I R E D BY N AT U R E

WILD

I N S P I R E D BY N AT U R E

FLORA

FLORA I N S P I R E D BY N AT U R E

THE PRODUCT The Wild Flora range of fine home fragrances will look beautiful in any home. The packaging will be striking in green and white to match the hotel’s brand identity and inspiration by nature. 133

Packaging Suggestions: • Packaging could be eco friendly and split into white, clear or green glass depending

thebrand-stylist.com

RE S TAU RA N T Q U A L ITY - IN N OVAT I ON - I N SP I RAT I ON - I N VE N T I VE

134

thebrand-stylist.com

TH E COLOURS A blend of sleek black and white with a pop of colours that are symbolic to Middle Eastern culture.

BLACK Luxurious Sophisticated Dynamic

135

BLUE Intelligent Strong Stimulation

PINK Optimistic Positivity Excitement

ORANGE Creativity Passionate Energetic

YELLOW Happiness Self condience Emotion

GREEN Balance Generosity Growth

thebrand-stylist.com

136

thebrand-stylist.com

DES I GN M O O D BOA R D

“It has certainly been life changing. A rollercoaster as you said it would be. Full of emotions, but it has elevated my thinking, style and dreams. Thank you Fiona for everything.” M E LODY

137

TODD

thebrand-stylist.com

A H

RAFT C D N E

Tomfoolery COCKTAILS

138

thebrand-stylist.com

139

thebrand-stylist.com

CHANDRA CASALI BELL

grounded and calm From the very beginning, Chandra has produced some truly beautiful work and has consistently inspired us all with her care, attention to detail and flair for presentation. Her work is so thought through and really carefully considered. Chandra has really begun to uncover her own creative style throughout this process and I can see her carving out a truly solid niche for herself as she continues to explore this. It’s a beautiful, thoughtful and thoroughly compelling style. U PA L A D E S I G N . C O . U K

140

thebrand-stylist.com

botanical, evocative, elegant 141

M O N KS

WO O D

thebrand-stylist.com M U S E

B R A N D

STYL E

G U I D E

1 5

142

thebrand-stylist.com

143

thebrand-stylist.com

innovative, aspirational, exciting 144

thebrand-stylist.com SH I R I N I

MO O D B OA R D

B RAN D

IDEN TITY

145

This custom pattern was inspired by the ornamental details of a moroccan tile and given a modern twist. The pattern would be used on packaging and print.

thebrand-stylist.com B RAN D

IDEN TITY

146

thebrand-stylist.com

“The biggest impact Elevate has had on my work has been in refining my process and being trained to edit my work at a much more intentional level. But more than this, Fiona has inspired me to connect with the creative heart of brand design which has brought real joy to my work.”

Brand Vision Based on how we want the brand to feel, which is considerate, natural and restful, and taking into consideration the brand strategy and mission – the visual style needs to be soothing and restorative. Imperfect botanical illustrations, dappled light and floral shadows will reflect the natural, organic products. The colour palette will evoke the natural ingredients, grounded with a deep shade of green and the typography will feel artisanal and have a hand-rendered quality. The

C H AN D R A

C AS AL I- BE L L

overall aesthetic will feel natural, considerate and calm, with a strong sense of being connected to nature.

CREATIVE

147

DIRECTION

MEAD OWSWEET

thebrand-stylist.com

148

thebrand-stylist.com

149

thebrand-stylist.com

K AT H A Z A N D E R

beautiful and natural Katha has created some really beautiful pieces of work throughout our time together and I’ve loved seeing her evolve and elevate her process as the programme has progressed. We’ve worked really hard on editing, refining and curating the vision and creating work that directly responds to the brief and the change in quality of work has been truly inspirational. The vision Katha created for Tabitha James was stunning and I know that she now has in place a process that allows her to really respond to a brief with true intention. Her presentation for Meadowsweet was so beautifully considered and I’m really looking forward to seeing these projects in her portfolio alongside her work for her clients! K AT H A Z A N D E R . C O M

150

thebrand-stylist.com

Refined · Timeless · Understated · Elegant · Calm · Imperfect · Down to Earth · Simple · Inviting · Thoughtful

151

thebrand-stylist.com

152

thebrand-stylist.com

Qintessential would greatly benefit from business cards, note cards and, of course gift vouchers. The aim is to create something truly exquisite so people will cherish and hold onto the stationery for as long as possible. The stationery displays pressed wildflowers and herbs from the estate. The simple yet stunning arrangements shall entice people to keep and display the notecards in their homes or offices (and thereby keeping Quintessential at the top of their minds). This also creates a unique opportunity for a collector’s edition of sorts. Please note that colour can and will be displayed differently across devices. Natural light (next to a window) vs. artificial light (sitting under or next to a light bulb) will also have another impact. I’ve used the same colours throughout but it may appear otherwise.

153

thebrand-stylist.com

154

Understated, Simple Design · White Space · A Sense of Movement · Watercolour Florals · Textured Paper · Soft Colour Palette

thebrand-stylist.com

155

thebrand-stylist.com

A note on illustrations. An organic, natural look to the illustrations is important. The style of renowned botanic artist Margaret Neilson Armstrong would be a perfect fit. The elegance of the watercolour paired with visible pencil marks give her work a beautifully undone, slightly wild look. Gail Jones from Starkeys Lane (UK) and Isabel Mischka (Austria) are two artists whose styles would be a close match. It’s not about asking them to copy Margaret Neilson Armstrong, but to use her work as an inspiration and come up with their own interpretation that’ll fit the brand perfectly. This is by no means a perfect example (as I couldn’t find any illustrations that are a perfect fit), but I hope it illustrates the idea and style. The illustrations would be a supportive brand element whcih can be used on the seed packaging, as well as across a range of digital and analogue media (especially when photographs of Tabitha’s work may not be available or suited to the situation).

156

thebrand-stylist.com

Simplicity · Understated Design · White Space · Botanical Drawings · Textured Paper · Letterpress · Muted Colour Palette

157

thebrand-stylist.com

158

thebrand-stylist.com

“Elevate is a one-of-a-kind program. There’s really nothing like it out there and it’s by far the best investment I’ve ever made” K AT H A

159

Z A N DE R

thebrand-stylist.com

CASS EWERT

soft and soulful Seeing how Cass’ process has transformed across the weeks has been truly inspirational and I love the thought and care she’s bringing to her brand design projects. Very quickly Cass’s process elevated and became more intentional and that’s had a direct impact on the quality of work she’s produced. Her thinking behind the Tabitha James brand was so carefully thought through and I’ve loved how this has absolutely transformed her work. Cass has been working so hard to elevate her design work and it’s been so good to see the impact of this unfold as the weeks have gone by. I know that this is just the beginning of a journey back into brand design and I cannot wait to see what she does from here! L O V E LY I M P A C T. C O M

160

thebrand-stylist.com

THE VISION

gentle, calm, grounded

161

thebrand-stylist.com

T H E LO G O

it’s all about connections

162

This logo features customized connections between letters to reinforce the entire purpose of this brand — the connections you create with your family and nature. The base font includes rounded terminals to keep things gentle, and the ampersand is oversized to bring substance to the logotype.

The tagline grounds the logotype so it’s not too airy and light, and includes a handwritten script to further reinforce the familiar connection. This logo reflects the gentle nature of the brand, reminding us of the importance of being present and intentional.

thebrand-stylist.com

163

thebrand-stylist.com

The Vision natural, romantic, wild

164

thebrand-stylist.com

The Logo The Tabitha James logo is a beautifully wild script with custom descender lengths and open loops that give the impression Tabitha just scribbled her name on the page. The logotype is strong enough to stand by itself, and the custom clematis illustration is delicate enough not to fight with the name.

beautiful, stylish, a touch of wild

165

thebrand-stylist.com

Dear Tabitha, We hope you’ve loved every moment of viewing this brand presentation. We’re beyond excited to hear what you think, and can’t wait to help you move your business forwards.

xoxo, Cass

166

thebrand-stylist.com Photos for this brand presentation borrowed from @floral.by.nature on Instagram.

167

thebrand-stylist.com

168

thebrand-stylist.com

“This truly has De arbeen Tom , an amazing experience. ... I’ve absorbed so much from you and this program.” We hope you’ve loved every moment of viewing this brand presentation. We’re beyond excited to hear what you think, and can’t wait to help you move your business forwards. The next step in the process is for you to review everything in detail over the next few days, and then get back to me with your C A S S E WE R T thoughts and feedback. Always, Cass

169

thebrand-stylist.com

JADE THOMAS

bold and impactful An experienced graphic designer, Jade joined Elevate looking to refine her portfolio and develop her creative style. She’s worked incredibly hard througout this programme to bring more intention, focus and vision to her process and along the way, she’s also been refining and updating her own creative style. Quite a feat in such a short space of time! She’s thrown her passion, commercial experience and insights into each and every project and I have a feeling that the elevating and journey will continue long after the Elevate programme ends. I’m really looking forward to seeing where Jade takes her work over the coming months and years. E AU R O U G E . C O . U K

170

thebrand-stylist.com

inner fire

ontemporary

Challenging

feel a 171

thebrand-stylist.com

fonts: Prelo Slab Semi-Bold is a neutral, highly readable typeface. The curves are soft and smooth, while the serifs are sharp and strong, providing legibility, even in very poor conditions. This resonates with the activites offered when experiencing Maen-du. Subheads: Two Stroke Regular a condensed hand drawn typeface to add a ruggedness to the brand.

ColouRs: The dark green, plus grey and clay neutrals appeared through development of the moodboards.

textuRes: The energy in the waterfall was brought into a more curated architectural style with an overlay of the dark green. Handmade paper also gives depth.

stRapline: Temperature and energy personified in a call to action.

172

Reignite you R inneR fiRe

thebrand-stylist.com

173

thebrand-stylist.com

Shirini A pudding and patisserie subscription box Jade Thomas at Eau Rouge Ltd.

174

MOOD BOARD: Aspirational Exquisite Exciting

thebrand-stylist.com

LOGO:

Icon: Using the font to recreate the stunning archways

in Arabic cultural architecture - taking you on a mouthwatering journey.

Patterns: Star bursts made of composite patterns that can be used individually. Pattern design based on a mix of Arabic tile prints, floral and star anise.

Logotype: Shapes inspired by Arabic calligraphy. Sub-brand: A blend of the logo and a star burst.

M&M

175

thebrand-stylist.com

M&M

NOTES:

Branded luxe napkins are included inside.

Each box will also come

with a label, so the owner can write what is going to be stored in it after they’ve enjoyed the cakes.

Freebies: Each month

the box will also include a lovely thing, e.g.: tea bag, pen, pencil, map,

story, Spirograph, badge, bauble; all chosen to spark joy.

176

thebrand-stylist.com

C reat e d by Ja d e Th om as, Eau ro u g e 177

thebrand-stylist.com

FI N EST

I NGR E FOR

M I SC H fo r Tom fo o lery

TOM FOL ERY

THE

178

r an d visua ls fo r Tom fo o lery

thebrand-stylist.com

C reat e d by Ja d e Th om as, Eau ro u g e

C reat e d by Ja d e Th om as, Eau ro u g e Br a n d visua ls fo r Tom fo o lery

179

‘Fiona’s strategic and emotional insight into brand design is brilliant and we are learning loads - definitely a huge elevation!’ JA DE

TH OM A S

thebrand-stylist.com

KEELEY REES

natural and romantic Keeley embarked on her Elevate journey with an incredible vision and a hunger to learn! She has wide experience as a creative director but was starting from scratch as a brand designer and has been on a steep learning curve from week one. She has a knack for beautifully capturing the essence of a brief and her visual flair is absolutely stunning. She’s been working incredibly hard on bringing her design and layout skills as far on as possible in an incredibly short space of time and it’s been a true delight to see Keeley’s work grow. I know that she’ll be pouring an incredible amount of energy into developing her design skills post-Elevate and I cannot wait to see how her work evolves over the coming years. K E E L E Y R E E S . C O M

180

thebrand-stylist.com

181

thebrand-stylist.com

MONK'S WOOD MANOR mood board

182

thebrand-stylist.com

PACKAGING IDEAS

183

thebrand-stylist.com

184

thebrand-stylist.com

185

thebrand-stylist.com

186

thebrand-stylist.com

THE SPINDLEBERRY

187

thebrand-stylist.com

188

thebrand-stylist.com

“Thank You. It’s been an incredible experience and I’ve learned so much... I feel like this is just the beginning really.” KE E L E Y

RE E S

THE SPINDLEBERRY

189

thebrand-stylist.com

L U C I E WA R D

simple and grounded Collating these pieces together is a truly inspirational reminder of just how much Lucie has elevated and evolved not only her work, but also her design style throughout Elevate. With some brand design experience behind her, Lucie was looking forward to shoring up her offering. What she’s also done here is really brought so much more vision and intention to her process and created a body of work that’s thoroughly compelling and inspirational. I know that her creative flair will continue to flourish with every project she works on - the development of each of these pieces is testament to just how committed she is to that - and I really look forward to following along on her journey. I N K S P I K E S T U D I O . C O M

190

thebrand-stylist.com

191

thebrand-stylist.com

192

thebrand-stylist.com

193

thebrand-stylist.com

194

thebrand-stylist.com

195

thebrand-stylist.com

196

thebrand-stylist.com

197

thebrand-stylist.com

198

thebrand-stylist.com

“It has transformed my process, and R E F I L L A B L E B OT T L E S my vision for what’s possible for me... The bottles used in Wild Rituals are brown

frosted glass, which protect the properties of the

I see so much more potential for where I could go now.”

oils inside, they are also refillable. Not pictured here, but bottle lids could made of bamboo.

LUC IE

199

WA RD

thebrand-stylist.com

CHEERS!

here’s to the class of 2021! Here’s to the Elevated Designers Class of 2021! They really have worked so hard at refining and developing the work you see here and I know that for many, the journey has just begun. What these guys have achieved in six short weeks is nothing short of astonishing and I am sure that over the next twelve months many will continue to challenge themselves and continue to grow and evolve their work. One of the things I love about Elevate is that it works at so many levels. For this intake, we had a large cohort of designers starting right at the beginning and you’ll see the transformation in their work very clearly as you look through each project. For the more experienced designers, the elevation happened behind the scenes. It was about kickstarting their creativity, rebuilding their confidence and finessing their process. It was about encouraging them to think bigger, aim higher and put their focus and energy on creating the very best work possible. The next Elevate programme will begin in February 2022 and I’m already really looking forward to welcoming the next collective to the party. Bookings are open now. I do hope you’ll consider joining us, find out more at thebrand-stylist.com/elevate Fiona

200

thebrand-stylist.com

FAQ ’ S

do you recommend these designers? My recommendations for designers are always based on your unique needs as a business, so I don’t unreservedly recommend any designer: even those I work with regularly. To make a recommendation to you, I’d need to work with you one to one. I’d need to understand your business, create a vision for your brand and get to know you as a person. Here, you’ll find a collective of designers who are serious about elevating their own brand design work from their unique starting points. Each has achieved some incredible things and I encourage you to enjoy browsing their websites and following the same guidelines for selecting a designer that I’ve outlined in How to Style your Brand and 40 Brilliant Brand Designers. They’ve created some seriously inspiring work and I’m sure you’ll be seeing lots more of them in the future!

201

thebrand-stylist.com

“Fiona is a true visionary and expert, who not only supports you wherever you are on your journey, but also shares her expertise and passion for design wholeheartedly. I would recommend anyone who wants to elevate their design or their business to sign up without hesitation. I got my money’s worth in week one!” C H A N D R A

202

C A S A L I - B E L L

thebrand-stylist.com

a brief background Fiona Humberstone is an exacting Creative Director and commercially minded Brand Consultant, who works with ambitious brands, bringing clarity and vision to every project she works on. Fiona has spent two decades years in the industry: styling brands, creating websites and running workshops. She has owned, grown, sold and run franchises as well as founding, building and selling her own company. She’s the author and publisher of the best selling How to Style your Brand and more recently, Brand Brilliance. Fiona is passionate about empowering entrepreneurs to create incredible brands and runs inspirational online courses, game-changing workshops and highly sought-after retreats. She has a knack for capturing the essence of a business, finding clarity in a contradictory brief and translating commercial goals into visual assets. She is a creative thinker, an innovative marketer and a tribe builder. discover more at thebrand-stylist.com.

203

thebrand-stylist.com

Elevate: Class of 2021

Articles inside

CHEERS

THE STORY