brand patterns

Project Spotlight: Her Packing List

Here is a behind the scenes look at the brand design for Her Packing List.

Her Packing List brand design by Pace Creative Design Studio


I was excited when Brooke reached out to me for help on designing a new look and feel for her business, Her Packing List. Her Packing List is a travel site dedicated to female travelers with a less-is-more attitude, who need advice on packing and travel gear. Brooke founded this site out of her passion for traveling and wanting to help other women experience how traveling can be life changing. The site also helps ease the stress preparing for a trip by providing over 100 packing lists, travel guides, product reviews and even creative hacks for packing.

Creative Process

After digging deep and learning as much as I could about Her Packing List, it was clear that the goal of the design should be to create a modern feminine (but not frilly) brand that had a mix of vintage/retro inspired elements. This vibe can be seen in the brand mood board below:

Her Packing List brand mood board by Pace Creative Design Studio

Logo + Brand Marks

It is important for all businesses to have a range of brand elements, so you have the ability for branding flexibility, which is why I not only created a primary logo but three other marks. The typefaces in the primary logo were chosen because of their retro inspired styling.

Her Packing List logo design by Pace Creative Design Studio
Her Packing List logo design by Pace Creative Design Studio

These three brand marks might be my favorite icons to date.

Her Packing List brand design by Pace Creative Design Studio

I created this H icon, so the overall creative direction still had a modern feel. If you look closely you will notice that the H’s crossbar is a little luggage tag.

Her Packing List brand design by Pace Creative Design Studio

The third mark is a play off of passport stamps. It is a fun and playful brand element that can be added to different brand collateral, like this social media graphic:

Her Packing List brand design by Pace Creative Design Studio

Color Palette

Since this was a redesign of an existing brand, Brooke and I felt that it was important to still incorporate the brand color red, but also develop a brand color palette that felt more vintage modern.

Her Packing List brand design by Pace Creative Design Studio


Fonts are just as important to your overall visual branding, just as other the brand elements. For Her Packing List, I decided to pair a modern condensed style font with a serif font. I also mixed in a retro script font. The styling of all three fonts together match perfectly with the goal of creating a modern and feminine (but not frilly) brand.

Her Packing List brand design by Pace Creative Design Studio
Her Packing List brand design by Pace Creative Design Studio

Brand Patterns

I have said it before, but brand patterns add depth to your overall visual branding. You'll notice I use the main striped pattern throughout the brand collateral. The other ones are inspired by patterns and fabrics that you see traveling the world, which gives the brand a worldly feel.

Her Packing List brand patterns by Pace Creative Design Studio

Brand Collateral

As online entrepreneur, it is crucial to have an engaging social media following. With that in mind, I created Instagram and Pinterest templates that Brooke and her team would be able to use moving forward to promote new blog posts, traveling tips, packing tips and more.

Here is an example of what a branded Instagram feed would look like with the new branded templates:

Her Packing List brand design by Pace Creative Design Studio

Pinterest templates:

Her Packing List Pinterest Templates designed by Pace Creative Design Studio

Social Media Cover Photos:

Her Packing List brand design by Pace Creative Design Studio
Her Packing List brand design by Pace Creative Design Studio

Along with the social media templates, I designed a packing checklist template that travelers could download and print to help them prepare for their upcoming trip.

Her Packing List brand design by Pace Creative Design Studio

Want to see other brands that I've designed? You can check out my featured projects here.

The Happy Client


Brooke Schoenman
Editor & Founder, Her Packing List

“Jennifer's greatest asset is her uncanny ability to hone in on the features that make your brand truly yours, and then to turn them into the perfect visual identity. I thoroughly enjoyed the entire branding process at Pace Creative Design Studio, and as a result, I am now more able to clearly define what Her Packing List means to both myself and my readers. And we have a cohesive branding package that helps us to portray that meaning to the world! I cannot recommend the process highly enough; my only wish is that I'd done this sooner!” 

The Top 3 Reasons You Should Use Patterns in your Branding

Patterns make people smile and if you follow my work you know they make me smile too. More importantly, patterns can play a huge role in your brand recognition. They add a little something extra to the overall brand design and that is why I like to create patterns for my branding clients.

These three reasons will explain why patterns can make an impact in your brand design.

The Top 3 Reasons You Should Use Patterns in your Branding | Pace Creative Design Studio

1. People Remember Patterns

Our brains tend to pick up and recognize patterns faster. We rely on repetition as a way of remembering things, so I use this notion when designing brand identities. I create patterns from different elements throughout the overall brand to reinforce the brand’s essence and visual appeal. These patterns become memorable and add another layer of visual consistency to your brand.

Here are examples of brand patterns I designed for Brightside Creative Solutions. I focused on using the brand's icon (the "B") and created a series of signature patterns that could be used interchangeably across the brand. Repetition of the brand's "B" icon in the patterns was key to making the brand unforgettable.

Brightside Creative Solutions pattern design by Pace Creative Design Studio

You can see how the patterns were implemented in the collateral. The brand patterns are unique and unforgettable. People will remember getting their business cards and they will begin to associate these bold patterns with Brightside.

Brightside Creative Solutions branding by Pace Creative Design Studio

2.  Break the Mold

What brand does not want to stand out from their competition? More and more businesses are realizing the importance of branding. They understand they need a strong logo and a brand color scheme, but then they stop there and think their visual brand is complete. But you shouldn’t. Developing patterns makes your visual messaging more unique. Your brand will begin to stand out from your competition. The patterns will enhance your brand’s personality and your audience will notice. Using patterns is a fun, visual way of engaging your customers.

Most people would think a dentist practice would not need brand patterns, but these patterns for Sweet Tooth Pediatric Dentistry add visual appeal that makes them stand apart from most dentists. I created several simple and sweet confetti inspired patterns that were used on their business cards, website and more.

3.  Catch their Eye

Just adding your logo to your brand collateral or stationery does not count as branding. You want your collateral to be eye catching. You want your audience to recognize it as your brand and you want them to be engaged. Brand patterns add that eye catching interest that you are going for. They also allow you to stay consistent with your branding without heavily relying on just your logo. You can use them on your business cards, website, packaging, mailings, in your office or your storefront – the list could go on and on. In the end, your brand patterns add personal and memorable touches that your audience will be attracted to.

Not all brand patterns have to be intricate and bold. Sometimes the perfect pattern for a brand is subtle and not in your face. Your brand patterns need to reflect your business vision. For example, I created a very simple brand pattern for root + river. The wavy lines make you think of a river, but it also connects with how they help people, businesses and work cultures propel forward as they embrace the authenticity and soul of their brands.

Anyone can harness the benefits of brand patterns. They are beneficial for corporate companies, entrepreneurs, online shop owners, restaurants, clothing brands – basically they will work for all types of brands.

Don’t have brand patterns? Reach out to me and we can strategize how patterns can impact your brand.

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


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