It all started when…

Valerie sought to create a distinctive brand for her YouTube channel, and I had the pleasure of guiding her through this creative journey. We began with a detailed phone conversation, during which she shared her vision and aspirations for the channel. To capture the essence of her hometown in the South of France, I curated an inspiration board that reflected the region's unique charm. Drawing from the vibrant colors of the local buildings and the serene beauty of the landscape, I selected a palette that would evoke a sense of place and nostalgia. Additionally, I presented Valerie with a range of fonts that embodied the key adjectives she provided, ensuring that each option resonated with her desired aesthetic. Together, we crafted a brand identity that beautifully encapsulates the spirit of the South of France and Valerie's personal connection to it.

COLORS

First, I created a mood board with images of the south of France, selecting individual colors from the images themselves.

Valerie wanted the colors to evoke a Provence Aesthetic, using lavender, sage green or olive green, yellow, blue, and light orange - bright pastels.

Then on a video call, we went through the colors together, and Valerie selected the group she liked the best, removing blue, and gave direction as to her specific shade preferences.

FONTS

I asked Valerie for a list of words that she wanted the logo to evoke:

• Elegance

• Craftsmanship

• Aspirational

• Feminine

• South of France

She included a handful of extras, including: capable, inspirational, dreamy, tailor-made, useful, witty, authentic, autonomy, self reliance, strength, calming, soothing, nature, smart, satisfaction, quality, anti consumerism, sustainability.

I picked 11 fonts that evoked these words, and she chose three from there. We purchased the fonts and I got to work, playing with all the glyph combinations.

LOGO

Valerie liked Sikandarie the best. I thought it was a bit too thin to use as a logo, so I added a stroke (gasp) and played around with the spacing. We determined with glyphs works best together in terms of proportions and balance, then I did a rough sketch of some classic bird embroidery scissors with two sprigs of lavender as the logo mark, and made it come to life!