Vibrant pastel – this is how I like to call my design aesthetic because I love to create brands that have the pastel, vibrant or both colour palette.
As it happened that the most recent brand & website designs I shared on the blog and in my portfolio, had a more-vibrant-than-pastel colour palette.
I was thrilled when Nichole Jones from Nicky Jones reach out to me to help her with brand design and this time, I designed a brand that has more of a pastel colour palette.
Today, I’m excited to walk you through the entire brand design process for Nicky Jones. Let’s dive in, shall we?!
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Before I show you each element of brand design, let’s take a look at the brand board showcasing all the elements:
All right, let’s dive into details!
THE CLIENT
THE BRAND
Nicky Jones is a Yoga Teacher/Writer who helps women find inner peace – even though they’re grieving. Nicky’s brand is connected to her personal, heart-breaking history of losing the loved ones. Nicky offers holistic support via Facebook group Healing Grief Holistically, online courses and membership program The Lotus Collective coming this summer.
I was devastated when I read Nicky’s story, but and the same time, I felt so proud and happy for her, that she was able to find the light by the end of the tunnel. Instead of focusing on suffering, she nurtured her grief (as she does with her clients) and embraced the full life – both bad and good moments. You can read more about Nicky’s brand story here about page
BRAND KEYWORDS
Inclusive, Loving, Holistic, Comforting, Familiar, Cozy, Practical/Spiritual (down-to-earth and spiritual – at the same time), Calm, Authentic, Hopeful
THE DESIGN PACKAGE
THE PACKAGE INCLUDED:
BRAND IDENTITY DESIGN:
1. Logo design
2. Alternative logo designs
3. Submark designs
4. Colour Palette
Font Combinations
5. Pattern Design
6. Watercolour Texture Design
7. Blog Signature, Pin It Button & Blog Categories
BRAND COLLATERALS DESIGN:
Social/Digital:
8. Website Icons
9. Website Banners + Image Edit
10. Square Post Graphics
11. Facebook Branding Design
Print:
12. Business Cards Design
THE SOLUTION
By the use of soft and pastel colours, the new brand identity for Nicky Jones corresponds with the goals that Nichole wanted to achieve – to have a feeling of calm, comfort and peace. The main logo using the script and sans serif fonts combines the relatable feel (that Nicky has been through similar situations as her audience).
BRAND DESIGN FOR NICKY JONES
BRAND IDENTITY DESIGN
1. LOGO DESIGN
The main logo design for Nicky Jones, similar to the colour palette (about which I’ll talk about in a moment) has two sides to it.
Because of the use of script font, the first part of the logo design for Nicky Jones seems more personal and relatable. The second part when I used the sans serif font reflects strength; that Nicky was able to recover and live her life even after tragedy.
The Jones part of the logo illustrates that she was able to “swim out to the surface” so they can feel hopeful and see that she is a living proof that you can still “live” even if you’re grieving.
2. ALTERNATIVE LOGO DESIGNS
I created three alternative logo designs for Nicky Jones – the first one is the main logo but in dark grey colour, the second one includes the sans-serif font for both Nicky and Jones and the third one is like a signature, so both Nicky and Jones are written out using the handwritten-looking font.
3. SUBMARK DESIGNS
Nicky wanted a symbol or illustration that can represent her brand even without seeing her business name. Therefore, I designed a lotus flower illustration that you can see below on two of the submarks. The second submark is featuring Nicky Jones business name in the circle shape and the third one includes NJ initials.
4. COLOUR PALETTE
The colour palette for Nicky Jones has two parts to it: one part – symbolizing “swimming out to the surface”, so dealing with the loss and finding the light by the end of the tunnel, feeling in peace with yourself and the second part represents the bottom of the ocean, where are the rocks and sand and the grey/black refers to grieving.
5. PATTERN DESIGN
As I mentioned, the lotus flower illustration is an important part of Nicky’s brand identity, so I designed a pattern that I used for square post graphics templates (below)
6. WATERCOLOUR TEXTURE DESIGN
Along with the custom pattern, I also designed several watercolour textures for Nicky. The one you can see below complements three brand colours and for others (which you can see on Nicky’s Instagram) I used one colour.
7. BLOG SIGNATURE, PIN IT BUTTON & BLOG CATEGORIES
I created several design elements for Nicky Jones brand – blog signature, inspired by the main logo, custom pin it button and two text-based blog categories buttons.
BRAND COLLATERALS DESIGN FOR NICKY JONES
Social/Digital:
8. WEBSITE ICONS
Instead of designing illustrated icons (in which I specialize in), this time, I created more simple, line drawing icons that fit Nicky Jones brand. I’ve designed six website icons symbolizing: opt-in, yoga videos, meditation audios, lotus collective, love your grief and blog. As I mentioned, the icons are in the same style as the lotus flower illustration (used to symbolize lotus collective – an important part of Nicky’s brand)
9. WEBSITE BANNERS + IMAGE EDIT
Nicky was inspired by the full-width headers with my photos which you can find all over the website, so as one of the brand collaterals, she wanted five website banners for her site.
I kept the original background on the photos (except for Facebook profile picture), but I edited the photos in Photoshop*, added colour overlays and lotus illustration. You can see the website banners in action when you visit Nicky Jones website.
10. SQUARE POST GRAPHICS
I designed four square post graphics templates which Nicky can use for Instagram, Twitter or Facebook posts. I designed the concepts in Illustrator* but recreated them in Canva.
The first square post graphic template for Nicky Jones includes photo background, colour and text overlay with lotus flower submark logo and website URL. The second template is also a photo-based one, with alternative logo, dark grey overlay with text and web address.
The third and fourth square graphics were created with a thought of using them for quotes. The third one includes lotus flower pattern, solid colour background, text overlay with nickycjones.com. The last template features watercolour texture, lotus flower, text overlay and web address.
11. FACEBOOK BRANDING DESIGN
For the Facebook branding, I used the same photo from the homepage banner, but with light mint overlay, Nicky Jones tagline Nurturing you through grief, main logo in dark grey colour and website URL in the same style as on square posts graphics.
As I mentioned, I changed the original background on the photo we used as a Facebook profile picture, to the light grey colour which you can see on the colour palette and all around the brand design.
Print:
12. BUSINESS CARDS DESIGN
As fifth brand collateral, (since Nicky is doing in-person Yoga classes) I designed business cards. The front of the business card for Nicky Jones includes her main brand photo (used on homepage banner and Facebook cover) along with one of the submarks.
The back of the business cards combines the main logo, tagline, information about a free audio and website URL. At the edges of the back of business cards, you can see subtle lotus flowers corresponding with website banners and Facebook cover
Now, let’s take a look at Nicky Jones’s brand collaterals. See how cohesive her brand looks like when placed together?
And the cherry on top, a brand design, so brand board and brand collaterals on one image below:
I’m so happy with the way the new brand design for Nicky Jones turned out! As always, I’m so grateful that she chose me to design the brand identity for her and shared her story with me.
Her branding reflects her values, goals and fits her target audience, so things like: feeling understood, simple (they are overwhelmed enough) and comfortable. Brand identity for Nicky reflects the two sides to her: the dark (grief) and the light (dealing with grief), by the two-sided colour palette (light and dark shades), “hard” and soft font choices (script + sans serif fonts) and other elements.
The cherry on the top here’s a lovely testimonial from Nicky about her new brand design:
NICHOLE JONES
NICKY JONES
“The entire process of working with Adrianna was a dream. From the initial consultation and questions, all the way through the follow-up. She is friendly, patient, encouraging, flexible, open and generous. I couldn’t be happier with my re-brand. She was able to take my all-over-the-place vision and turn it into something even better than I could have imagined. I will definitely continue to work with her in the future and highly recommend her. I couldn’t be more thankful”
If you’re looking for a designer to help you create one-of-a-kind brand identity for your blog and business – I’m here to help you out! Check my brand design package by clicking the image below. I can’t wait to work with you! 😉
If you’re ready to book this package, click here to fill the inquiry form to book brand design
What do you think of the brand design for Nicky Jones? Which design element or collateral of the brand is your favourite?
