The Elevate Journey 2020 by Fiona Humberstone

‘Elevate was amazing, as is Fiona. It was just gold getting someone with such delightful style and creative knowledge to learn from and feedback on my work. Getting to work on such exquisite briefs was a dream come true!! The amount of experience and knowledge packed into this course was amazing!! Love, love, loved it!!’ C H R Y S TA L

F L E M I N G

T H E J O U R N E Y. . . 3

THE STORY

six weeks to elevate Elevate is a unique and exciting mentoring programme for brand designers committed to excellence. Through a carefully curated collection of content, group teachings and most importantly, one to one feedback, each participant has produced three stellar portfolio pieces and crucially, elevated their work, their vision, their process and the potential for their business along the way. This is the second Elevate programme I’ve run and it’s been a true joy to once again work with a collective of passionate designers. Some have arrived as experienced brand designers, others have begun from a complete 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 briefs to choose from, three projects to work on and six rounds of personalised feedback from me, along with group notes that pick up on key process themes has meant that we’ve been able to elevate at an incredible pace. Each has brought with them a unique level of skill and experience and they finish this class at different levels.

There was no prerequisite level for joining and no ‘pass mark’ at the end. Instead, the focus has been on elevating their own work and moving their own unique creativity, vision and skill forwards. By showing up, producing the work and taking on board the feedback, these designers have achieved some incredible things and I’ve created this Journey to celebrate that. So let’s say a big Cheers to The Elevate Collective, Class of 2020. 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! Warmest Fiona ps. If you’d like to join us for the next programme, you can find out all about the programme starting in February at thebrand-stylist.com/elevate

KATIE ZUPAN

style and substance Katie Zupan has consistently created some truly exceptional pieces of work throughout this programme. She brings research, vision and strategy to her process and has worked hard to deliver brand identities that are as beautiful as they are well thought through. We’ve focused our attention mostly on type, as well as really capturing the essence of a business, and it’s been a true joy to review Katie’s work throughout this programme. I know that these elevated portfolio pieces, her new surge of confidence and a gorgeous new website are going to have a truly positive impact on her business. I’m really looking forward to seeing where she takes her work this year. K AT I E Z U PA N .C O M

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LOCAL LOVE We continually work towards improving the health, wellbeing and livelihood of the community. We do this by focusing on social welfare programs, hiring local staff and, creating partnerships and relationships for our local fresh food, products and services.

COMMUNITY DRIVEN SOCIAL CHANGE

‘I literally screamed in joy when I saw the final briefs’ K AT I E

Z U PA N

RELAX + ESCAPE TO SOHO

2020 HARVEST NOW IN STOCK We have returned from our most recent sourcing trip with the newest harvest of tea leaves from Uji and beyond. Our line has flavors ranging from earthy to vegetable. NEW:

This year we are introducing our newest tea blend of Hojicha. A personal favorite of Asami as a savory side to a sweet treat. The flavor profile is deep, roasted, and as crisp as the deep autumn air. 4 oz. + 8 oz. SIZES AVAILABLE

‘All of this has left me eager to start rethinking my brand and positioning, so I’m excited to start exploring that as well.’ H A L E Y

G R A N D

RHEA ORNIAS

passionately creative Rhea Ornias has elevated at an incredible pace throughout this programme. A talented illustrator, Rhea had no previous design or brand design experience when she embarked on the course and what she has achieved in a few short weeks is quite astonishing. She brought with her an incredible eye and a strong vision for how each brand might feel and we have worked on the fine details of executing her vision with flair. In particular, we’ve focused on typography (a passion of mine) and layout skills and I was thrilled to see that Rhea began to work in her stunning illustrative work for her final project. Rhea is right at the start of her brand design journey and has a really solid foundation to move forwards from. With her creative energy and commitment to excellence, I’m pretty sure it won’t be long before we’re seeing lots more of her! R H E A O R N I A S .C O M

start

The Brand Story

REFINED ORGANIC . world -renowned . PREMIUM . sustainable

O A

color

The Brand Story CHOCOBROWN RGB R98 G98 B98

The colors are autumn and summer inspired as the photos in the website are understated elegance.

• Deep chocolate a re inspired by the twigs added to the flower as the arrangement are substantial. • Green for the foliage which are bountiful in the set up • Neutrals like gray are needed to breathe • Burnt Orange are accents that will lighten the mood

LUSH GREEN RGB R68 G104 B92

atelier amaranthus LIGHT GRAY RGB R228 G227 B225

BURNT ORANGE RGB R182 G79 B46

LIGHT GREEN RGB R215 G2171B214B 3 67 62

logo

The Brand Story

d e f i n i t ion ATELIER AMARANTHUS recreated Cormorant A and added a leaf to represent the foliage and movement which the stiff letter owns and visually reflects the business. It was intentionally not loose in character to depict the refined aesthetic of the Flower Maven Esther Aaronson.

2.0.1

...

atelier amaranthus

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toys

‘So grateful for the lessons... Such helpful tips and guidelines.’ R H E A

O R N I A S

BEATRIZ KIDS BRAND STORY/ rheaornias

Depicts the mu them stand ou

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(Above) Product packaging

MOOD

uted colors which give a relaxed luxurious look . The hues are not overpowering to complement the wearer`s own personality and make ut. This French + Scandinavian aesthetic justifies the concept of simplicity as the highest form of elegance.

facade logo

BEATRIZ KIDS BRAND STORY/ rheaornias

Blue Moon

Magic W

This color represents the classic factor of the materials like wood which can be kept as an heirloom.

A place wher child ••s free and enjoy th fleeting yout wearing ••he robust and e maintain ma

Woods

re every to roam he th

easy to aterials.

PINK BLUSH

Pixie Gold

Moss Green

The rush of blood seen in the cheeks during a moment of adventure or just feeling life being clothed with the materials that arecarefully considered.

Glitter make us shine so are the materials chosen.

Symbol of youth , the child, the growing years which is the heart of the business.

VIOLA HALL STUDIO

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These sketches are classic pieces which can be used anywhere in the branding process.

INDIGO INK

stylish and feminine Chrystal’s journey through Elevate has been a true joy to share. An experienced brand designer, Chrystal had recently redesigned her website and elevated her own brand massively. The projects in this programme provided her with an opportunity to really flex her creative muscles in a safe and inspired environment and work on some much bigger, more visionary projects. We’ve focused largely on creating an inspired vision and also the presentation of each brand identity. The project for Viola Hall is a brilliant example of the power of Chrystal’s vision. The research, strategy and vision for this brand felt as though they perfectly captured the essence of the brief and for this project, I had no changes from the first round - a rare thing indeed! My sense is that this is just the start for Chrystal and that she will build on what we have covered here and will continue to take her business from strength to strength. I N D I G O I N K .C O. N Z

BRAND KEY WORDS

Romantic • effortlessly chic • elegant

INSPIRATION / MOOD

s r u o j u o t r r e u v o e p or f e m u i o a ' y t e v je o l I will

45 www.indigoink.co.nz

HEADING

47 www.indigoink.co.nz

COLOUR PALETTE

UNDERSTATED • TRADITIONAL • TOUCH OF WHIMSY

www.indigoink.co.nz

STYLE + LOOK WILL BE:

bold colourful eclectic high end brave exciting

Notes: Loving the clash and power of mixing patterns with bold colours!

INDIGOINK.CO.NZ

bold + energisi

INDIGOINK.CO.NZ

ing + high end

‘I have really enjoyed Elevate, it literally has elevated my design style and thinking, so much so that I am now looking at other designers work that I have previously admired and thinking ‘oh if that font could be a smidge smaller or different’, ‘you could just tweak that’...’ C H R Y S TA L

F L E M I N G

KATIE HAWES

beautifully understated Katie Hawes is an accomplished brand photographer with an beautiful aesthetic. She joined Elevate at the very start of her brand design journey and has produced some consistently stylish pieces that just feel so right for each brief. Katie has nailed the vision for each project every single time and has developed her design skills and confidence along the way. She’s naturally gravitated to the more understated and elegant briefs for each project and brought a gorgeous sense of vision and aesthetic to each one. I loved her final project for skincare brand Miriam Clarke-Lewis, proving that simplicity and beautiful typography really can be everything! E D I E A N D C H A L K .C O.U K

Romantic Elegant Timeless

CHÂTEAU SAINT TULLE

Deep Olive RGB R64 G66 B52 WEB #404234

Rich Olive RGB R112 G113 B95 WEB #70715f

Gull RGB R138 G144 B134 WEB #8a9086

IMAGE Colour palet te

Grey Olive RGB R166 G163 B144 WEB #a6a390

Silver Song RGB R194 G196 B185 WEB #c2c4b9

China White RGB R233 G229 B218 WEB #e9e5da

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B E A T R I Z K I D S

IMAGE Magazine visual - girl

‘I feel that I’ve benefited so much from Elevate and it’s given me wonderful amounts of confidence and energy for the next stage in my business. I’m bursting with ideas around how to take things forward.’ K AT I E

H AW E S

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Vision

AMY WEATHERITT

simple and clean I’m in awe of Amy completing this programme around full time work commitments and a family! Having completed a graphic design course in 2018, Amy was looking to elevate her process and finesse her work. Throughout the programme we focused on creating intentional work and clarity of vision. Amy’s final project, Tsubaki, really captured the essence of the brief and looks fantastic! Amy has accomplished some wonderful things throughout this course and I’m really looking forward to seeing the impact this has on her work as she takes her passion for design full time. A M Y W E AT H E R I T T.C O M

THE BAKI

ING HUB

Colours inspired by the surroundings

Sage green taken from the soft shades of the olive trees.

Burnt yellow from the hazy summer days

Plaster white, taken from the traditional Portuguese houses

Sea green from the Atlantic

Ocean blue, deep, intense and cool

‘I am feeling the progress and I love it.’ L I L LY

C S I Z M A Z I A

TSUBAKI Brand Identity | AW Design | February 2020

TONE

harmony / respect / inspire Harmony Creating a sense of tranquillity even when surrounded by the chaos of modern life. Stillness and slow moving Tsubaki is a refuge from the chaos of the city, everything is done with intention and in the moment to create a peaceful haven for busy city dwellers. Respect Taking great pride in its traditions and heritage Tsubaki is renowned for its pride in delivering excellence. Tsubaki takes care and attention to source its products from the best suppliers. Purity Clearing away the noise and stripping back to a raw simplicity. It is the pureness of the products sourced with care and a pureness of the thought that goes into every tea and infusion that makes Tsubaki unique.

TSUBAKI Brand Identity | AW Design | February 2020

INSPIRATION

Clean Geometry I was inspired by the fine lines of the Japanese characters and interesting shapes they make. Combining this with more modern geometrical overlapping shapes to represent harmony and balance in the brand visuals. Pared back typography with straight modern lines and spaced out type to reflect the calm and tranquil nature of the business will be used throughout. The Japanese form of the Haiku is another example of the beauty of simplicity and the use of white space and minimalistic imagery represents this. 13

TSUBAKI Brand Identity | AW Design | February 2020

JENN NASH

colourful and evocative Jenn Nash has a passion for colour and a love for creating brand identities that resonate. Over the past six weeks her work has elevated dramatically and it’s been so exciting to see her process evolve and her presentation skills refined. As we’ve journeyed through the course, she’s produced work that feels more elevated and stylish, but most importantly, work that feels as though it really responds intentionally to the brief. The logo for Portugese agroturismo Quinta Melides feels perfectly rustic and yet stylish at the same time, and the Viola Hall icon inspired and elegant. I’m really looking forward to seeing where Jenn takes this focus and energy next! N A S H F R A N K S .C O M

89 RISE ARTISAN BAKERY

Good food desig LEARN

gned to do good. MORE

@ degournay

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‘I’m so thankful for Elevate. It’s come at the perfect time and really been what I needed to get back to designing.’ J E N N

N A S H

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STARKEY’S L ANE

exquisite botanical illustrations Gail Jones is an exceptionally talented botanical illustrator whose work has featured in several books and who regularly collaborates with Jo Malone and also Christian Dior. Gail embarked on Elevate to build out her brand design knowledge and process and has created some truly beautiful pieces. As you’ll note from her beautiful projects for Atelier Amaranthus and Wild Abandon, her illustrations are exquisite and this is definitely where her magic lies! Gail is a truly gifted illustrator and we’ve worked together to bolster her process as well as her type and layout skills. She now has the power to create some gorgeous brand identities for brands who can really make the most of her illustrative skills and I’m truly excited to see what’s next for her.

S TA R K E Y S L A N E .C O M

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MOOD BOARD 108

INSPIRATION 109

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Pen and Ink con

ncept drawings.

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WILD AB LON

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BANDON DON

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S T A R K E Y S L A N E

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S T A R K E Y S L A N E

VIOLA

INTERIOR DES

Logo concept

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HALL

SIGN STUDIO

for Viola Hall.

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S T A R K E Y S L A N E

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‘I have loved Elevate, it has taught me so much in an area I wasn’t totally confident in and given me the skills to feel I can deliver an amazing brand to someone.’ G A I L

J O N E S

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ELEVATE

cheers! Here’s to the Elevated Designers Class of 2020! 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 and I’m already really looking forward to welcoming the next collective to the party. Bookings open soon. I do hope you’ll consider joining us, find out more at thebrand-stylist.com/elevate Fiona

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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!

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FANCY JOINING US IN FEBRUARY? DISCOVER MORE ON THE WEBSITE. T H E B R A N D - S T Y L I S T. C O M / E L E VAT E

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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 nineteen 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.

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‘I’ve never felt so inspired for what’s next. The learnings throughout the programme have been immense. It’s been one of the best investments I’ve ever made in my business.’ J A C K

WAT K I N S

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