brand identity

Project Spotlight: Art Cart

Here is a behind the scenes look at the brand design for Art Cart.
 

A behind the scenes look at the branding of Art Cart by Pace Creative Design Studio

Overview

Art Cart is a mobile arts & crafts business, founded by two moms (and best friends), Amy and Jennifer. Their new business is inspired by their passion for the arts and DIY projects. They want children and adults to have fun exploring their creativity and not to be afraid to take creative risks. This “mom & mom” shop provides unique and personalized experiences that are specifically tailored to their customers. Whatever creative idea you have they will make it happen, from painting parties to even workshops were you can create succulents wreaths out of felt.

Creative Process

During the Discovery Phase, I learned more about the vision behind Art Cart. Jennifer and Amy were beyond excited to start their dream business and their enthusiasm was contagious. As always, the project started by narrowing in on their business goals, target market and more. They really emphasized who their target audience was down to even where they shopped. They wanted to target moms with a creative side, who were not afraid to DIY and get their hands dirty. These moms, who are probably so busy at work or raising littles ones, have lost touch with their creative side, but they yearn for it and want to explore it again with their friends or with their kids.

To attract these moms, the brand design needed to have a crafted and personable feel. The best way to create that feel was through a vintage styling that had whimsical elements with modern twist. This can be seen in the mood board below.

 

Art Cart mood board by Pace Creative Design Studio

Logo Design

To stay in line with the visual brand tone, I paired a modern font that had a feminine flair with a very playful serif font (that can be seen in the tagline). The addition of the pencil illustration really gave it that whimsical feel that we were going for.

 

Art Cart logo design by Pace Creative Design Studio

My favorite part of designing brands is adding flexibility and elements of surprise to the overall brand design. This alternative logo might be my favorite part of the Art Cart brand.
 

Art Cart logo design by Pace Creative Design Studio

Inspired by vintage design, I created a play on a floral wreath by designing a "doodle wreath" that captured the essence of Art Cart. I love all the art doodles around the primary logo like the ink bottle, the little trailer and of course the pencil icon. All the little details within the wreath highlight the whimsical appeal of the brand.

Color Palette

The feminine inspired color palette gives the brand a chic and crafted feel. The midnight blue, mint and blush colors combined with the bright pops of the pear and salmon colors add a touch of playful sophistication.

Art Cart brand colors | Brand design by Pace Creative Design Studio

Brand Illustration Style

The playful illustrations in the alternative wreath logo can also be used by themselves through out the brand. They have a quirky style and really emphasize the creative side of the business. As Art Cart grows, Jennifer and Amy will be investing in a vintage trailer, so I created a little icon to nod to that.

Art Cart brand illustration style | Brand design by Pace Creative Design Studio

Brand Patterns + Textures

Those illustrations also turned into brand patterns. Next I created brand textures. These consisted of up close acrylic paint textures, abstract watercolor patterns and watercolor splotches on kraft paper. This added another layer of intrigue to the overall brand design.
 

Art Cart brand patterns + textures by Pace Creative Design Studio

Brand Collateral

I then utilized the brand textures on the business cards to really highlight the vintage, whimsical and modern mood of the brand.
 

Art Cart business card designs by Pace Creative Design Studio

Looking for an update on your brand design? Let’s work together and figure out how design can impact your brand.


The Happy Clients

 
Art Cart founders – Jen and Amy
 
"Working with Jen could not have been any easier, at first I was a little worried since I have no knowledge of the design world but she talked us through every step of the way. I could not love our branding anymore and it just goes to show that Jen is truly a master at her craft, everything she does looks so effortless and beautiful." – Jennifer Britz
"Jen was the ultimate pleasure to work with. She guided us smoothly and professionally through her branding process, and did so in a way that allowed us to feel like we were truly a part of the creative process. By exploring our brand personality and learning the goals we had in mind, she emerged herself in the design process and the outcome was exceptional. We are thrilled with our identity package! And now we feel we have the tools to make our business a successful venture. Thank you for your incredible skills and your kindness, Jen! We wouldn't be here without you." – Amy Vericker 
 

Project Spotlight: Sweet Tooth Pediatric Dentistry

Here is a behind the scenes look at the brand design for Sweet Tooth Pediatric Dentistry.
 

Project Spotlight: Sweet Tooth Pediatric Dentistry Brand Design by Pace Creative Design Studio

Overview

Dr. Erica Pitera, a pediatric dentist in Connecticut, reached out to me to rebrand for her new dentist practice. She was in the process of taking over a dental office and it needed a new brand. The practice had been around for 30 years and was originally named after the previous dentist. Erica decided to rename the practice to Sweet Tooth Pediatric Dentistry, since kids are sweet. The sweetest (no pun intended 😉) part of her story was that she had been a patient there when she was little. The most important thing to Erica was that she wanted to make sure that the brand didn’t market kids eating lots of sweets, but wanted to be known as the place where sweet kids and healthy teeth are their speciality.

Creative Process

In the discovery phase, I learned more about the vision behind Sweet Tooth Pediatric Dentistry through the creative questionnaire that all my branding clients receive. As a young female dentist, Erica stood out in the market because most children feel comfortable around female dentists. Moms that are looking for dental care often feel overwhelmed and nervous when trying to find a dentist, so having a brand that highlighted a more feminine side was important. I created a mood board that reflected her vision of a brand that was modern, fresh, approachable and trusted.
 

Sweet Tooth mood board by Pace Creative Design Studio

Logo Design

I design most of my brands, so that there is a lot of creative flexibility and the Sweet Tooth brand was no different. I needed to make sure that there were several brand marks that could work on applications as small as a handle of a tooth brush to large signage.
 

Sweet Tooth brand design by Pace Creative Design Studio

Here are all the different brand marks for Sweet Tooth Pediatric Dentistry.
 

Sweet Tooth Pediatric Dentistry brand design by Pace Creative Design Studio

 

Color Palette

The Sweet Tooth color palette is fresh and modern with a bright and happy feel. Since the colors are so bright and vivid, the use of a lot of white space is important for the overall styling of the brand to stay sophisticated.

Sweet Tooth brand colors by Pace Creative Design Studio

Patterns

Patterns are one of my favorite brand elements. For the Sweet Tooth brand patterns, I created several simple confetti/sprinkles inspired patterns. The “sprinkles” give a playful wink back to the brand’s name. To complement these patterns it was important to also pair them with stripes.
 

Sweet Tooth Pediatric Dentistry brand patterns by Pace Creative Design Studio

Brand Illustration Style

To establish the youthful side of the brand even more, I created custom illustrations. The hand-drawn illustrations mixed with the brand’s more modern elements gave it a really fresh feel.

Sweet Tooth Pediatric Dentistry brand illustrations by Pace Creative Design Studio

Brand Collateral

It was a lot of fun building out the Sweet Tooth brand from business cards, to referral pads and to the design of the website, I was able to really capture the brand’s vibe – modern, fresh, approachable and trusted.
 

Sweet Tooth Pediatric Dentistry referral pad designs by Pace Creative Design Studio
Sweet Tooth Pediatric Dentistry web design by Pace Creative Design Studio
Sweet Tooth Pediatric Dentistry business cards by Pace Creative Design Studio

The Happy Client

 
Erica-headshot.png
 
"I am beyond thrilled with the final result of my branding design for my new pediatric dental office. I can be a very picky person when it comes to design, but I never second guessed my decision to hire Jennifer - she exceeded my expectations! She listened to my ideas and desires for the branding, was very receptive to any changes I requested, and always replied promptly and stayed on track through the entire process. She truly "got" my vision and executed it beautifully, I am so excited to share what we've come up with with the world. I would highly recommend working with Pace Creative Design Studio to any of my colleagues or friends!"

 

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3 Resolutions for Better Branding in 2017

It is that time of year again, where everyone is setting their resolutions. Personally, I love setting resolutions and goals. It inspires and motivates me. As you are setting your personal goals for 2017, don't forget to include some resolutions around your personal brand or your business's brand. These 3 resolutions will help you kick start better branding for 2017.

3 Resolutions for Better Branding in 2017 | Pace Creative Design Studio

1.  Set Intentions – Create an Inspiration Board

Inspiration boards or mood boards are one of my favorite steps in branding. I create them in the Discovery Phase of my branding process with my clients. Mood boards are your brand’s compass that guide the vision and visual style of your brand. The collage of images, patterns, textures, typography and colors perfectly communicate your brand’s essence. This inspirational piece is very important in creating your visual foundation.

Creating a mood board is fun and tools like Pinterest have made it even easier to create them. To start, setup a secret board on Pinterest and pin images that visually reflect your brand’s vision and tone. Sometimes it becomes overwhelming to find the “perfect” images, but don’t overthink this step – it is all about collecting inspiring images and setting intentions for your brand. As you pin more images, you will begin to see a distinct visual direction forming.

Here are some mood board examples that I’ve created for some of my branding clients:

Mood board example 1:

visual brand vibe: creative, whimsical, crafted + playful

visual brand vibe: creative, whimsical, crafted + playful

Mood board example 2:

visual brand vibe: modern, fresh, approachable + trusted

visual brand vibe: modern, fresh, approachable + trusted

2. Find Balance

Does your visual brand seem disjointed? If so, you are probably sensing the unbalance within your brand design. Balance is one of the most important elements of good design. It is key to strike the right balance within the elements in your logo design but also between the different brand assets. You need to have the right combination of colors, patterns, typography, illustration and photography to have a successful brand identity. Do an audit of your brand assets and find what elements are working and what are not.


3. Exercise Brand Consistency

I am always preaching about brand consistency, because consistency equals recognition. If you only keep up with one of your branding New Year’s resolutions, this is the one. The number one thing you can do to help stay consistent is by establishing a brand style guide and sticking to them. A brand style guide is an in-depth document that clearly shows how your branding should be used. You need to set detailed parameters about each of your brand assets. For example, you need to outline how your logo can be used, what are the brand colors, what fonts are you allowed to use. This guide will help you make sure your brand is consistent across all platforms – print, web, social and more.

Here are a couple of pages from a brand style guide that I created for one of my clients:
 

root + river Brand Style Guide example by Pace Creative Design Studio

Need help with sticking to your branding New Year's resolutions? Drop me a note and we can work together to create better branding for you in 2017.