project spotlight

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

Overview

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

Typography

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!” 

Project Spotlight: Brightside Creative Solutions Brand Design

Here is a behind the scenes look at the brand design for Brightside Creative Solutions.
 

Brightside Creative Solutions brand design by Pace Creative Design Studio

Overview

Holly and Jessica, co-owners of Brightside Creative Solutions, approached me to take on designing a new brand identity for their digital marketing business. They felt their current brand design was dull and did not reflect the energetic personality of their business. They wanted some bright and unique elements that could make their brand stand out and I couldn’t wait to make that happen for them.

Creative Process

Every branding project I work on starts with the discovery phase. Holly and Jessica filled out a comprehensive questionnaire, so I could gain a better understanding of their business vision. The biggest takeaway from the questionnaire was the unique value that they bring to their clients. As a duo, they bring this infectious enthusiasm in their one-on-one interactions that you don’t see very often in the world of digital marketing. As I learned more about Brightside, I became more inspired by Holly and Jessica. I was able to create a mood board that visually reflected their infectious enthusiasm that I even began to see with my own interactions with them.
 

Brightside Creative Solutions Mood Board by Pace Creative Design Studio


Primary + Secondary Logos

After the discovery phase, I knew that there needed to be several surprise elements within the brand. I designed a logotype, a secondary logo and several alternate marks that would allow creative flexibility for the digital brand. Each of the logo elements are full of energy and portray that playful and modern sensibility that the brand embodies.
 

Brightside Creative Solutions branding by Pace Creative Design Studio

Color Palette

For the brand colors, I chose a palette that was bright and light, but also had a feminine flair. The primary sunshine yellow evokes the sense of optimism and self-confidence, while the mix of the charcoal and mint colors adds a touch of sophistication.

Brightside Creative Solutions brand colors by Pace Creative Design Studio

Patterns

If you follow my work, you know I have a huge obsession with designing patterns and I couldn’t stop myself from creating several different ones for Brightside Creative Solutions. These fun and playful patterns add another exciting layer to the overall brand identity. My favorite part was using the alternate marks to create some of the patterns.
 

Brightside Creative Solutions brand pattern designs by Pace Creative Design Studio

Business Cards

From the beginning, Holly and Jessica emphasized how they wanted to start incorporating gold into their brand, so I could not resist designing their business cards to include gold foil. The addition of the gold foil was the perfect touch for this new brand design.
 

Brightside Creative Solutions brand stationery design by Pace Creative Design Studio

The Happy Client

 
Holly Lane, co-owner of Brightside Creative Solutions
 

HOLLY LANE
co-owner
Brightside Creative Solutions

“The brand elements Jennifer created PERFECTLY captured who we were. She gave us brand patterns that we are able to use on many of our new collateral. The whole process was smooth and done in a timely manner. We cannot recommend working with her enough! As a digital marketing company we know the value of a brand and are so happy to have a partner in someone like Jennifer who understands that as well.”