Blogs, Neon Fun & Leopard Print - the brand story for AmyTreasure.com
The story about how lifestyle blogger Amy Treasure and I got together to collaborate on her new brand, has to be one of my favourites, so far! It's also a huge lesson on why it's important to maintain your business brand across multiple channels, including social media!!
Amy is a hugely successful parenting blogger in the UK and she wanted to take her mummy lifestyle blog, Mr & Mrs T Plus 3, and transition it with a stronger focus on lifestyle and Amy herself, with a new brand called AmyTreasure.com (I mean, with three kids, who doesn’t need a little more "Me time"?)
Amy started trawling Etsy for a designer who would 'get her' and came across my Etsy store and felt an instant connection to my work. Next she checked out my website to view my Portfolio, must have still liked what she saw, and then checked out my Instagram feed. Lo-and-behold, what does she see? Her own beautiful daughter's serene face, smiling out from a field of lavender! You see, Amy is a photographer as well. Her blog always has the most beautiful images and she also uploads some of her photos to www.unsplash.com so people can use her photos, for free. That's where I found the picture of her daughter, Holly, and had chosen to use it in my latest #MoodboardMonday feature (check out the moodboard here). After seeing that, Amy felt the universe must be speaking to her and she sent me an email to get the ball rolling!
From the beginning, Amy had a fairly clear idea of the logo she wanted. She even sent me a picture of the concept she wanted, which was the new name of her blog in block capital letters, in bold, bright colours. While I love a girl who knows her mind, if you've been following along for a while now, you know I love to get inside my client's heads, so I had Amy complete her brand questionnaires and compile a Pinterest moodboard for me.
From my Brand Analysis, it was obvious that Amy wanted a fun and friendly brand that had a professional edge to it. She wanted something inspiring that echoed the sort of lifestyle her readers saw in their fave magazines (think Cosmo, Grazia, Look etc) but still showed off her personality, authenticity and sense of adventure. Oh and she liked pink, neons and leopard prints!
As I started to develop Amy's logo concepts, I kept in mind her preference for block lettering and rather straight forward layout. After all, it did match the findings I had uncovered in the Brand Analysis. The concepts I sent through played with patterns and fresh, bright colour schemes. But I decided to throw in a red herring - one design that challenged what she thought she wanted. (I secretly love to do this to my clients - it challenges preconceived concepts and it's amazing how often the red herring design is selected!!)
Amy quickly decided on my red herring concept (told ya!) and we tweaked it to include more of the colours I had used in the other designs. I love that the finished logo has "Amy" as the main eye catching element (after all, her readers are connecting with Amy herself) but "Treasure" isn't lost as remains impactful. One of the questions I asked Amy, was whether it was more important to have "Amy" or "Treasure" stand out more, and Amy said she needed them to be equally important. I think I achieved that in this logo, while still providing a uniqueness to each element.
I created an alternative logo for the brand and developed a submark logo (or icon, if you will) she can use as a watermark or in her social media.
One of the key elements I discussed with Amy, was the use of leopard print in her brand. It was something that she felt would really inject her personality into the brand. Initially, I had played around with adding it to the logo, but I quickly rejected the idea as I felt I couldn't do it justice in her particular case, due to the length of the name I needed to work with. So I felt it was important to provide Amy brand elements that incorporated leopard print and developed a custom pattern for her, that she could use within her marketing that would add a bit of pizazz. I was also very drawn to the Memphis Art design concept (an 80s art design movement that is making a comeback at the moment) and created some abstract patterns that I knew would embody the 'fun' aspect of her brand and look killer on social media!
To finish off Amy's brand, she just needed business cards to hand out to all her prospective advertisers. We took advantage of www.moo.com's "Printfinity" technology that allows you to print a bunch of different designs in one print run and chose a simple design with big colour impact, by using all her delicious brand colours on alternating cards.
I adored working with Amy and on her gorgeous new brand. And I discovered a fabulous new resource for recipes, beautiful images and all things mummin' - which is kind of my bag - so YAY! If you like these things too, following AmyTreasure.com is a must! Visit her website, or catch her on Facebook and Instagram.
Here's a full look at the final brand for AmyTreasure.com!
Professional branding can be the difference between being taken seriously or staying in Amateurville. If you're ready for your business to level up, and you love my design aesthetic, let's start chatting! Hit up the contact page and tell me your plans for taking over the world….in your industry (like world domination by soap making and stuff like that!!)