Their initial branding was rushed with the opening of a new practice and it didn’t quite fit the with the company identity. While the old logo and website was clunky and outdated the goal was to rebrand by creating a clean, approachable, and boutiqy aesthetic.

To achieve this goal a light blue was used as the primary color against a white sans-serif font to add a more modern and spa like feel. The sun used behind the “o” was meant to symbolize a new type of healthcare. A slight bevele was added to the letters giving the logo more dimension. Branding materials were mocked up and created so the physicians could better visualize the identity as a whole. 

Their website underwent a complete overhaul with a much cleaner and organized layout. The navigation was created with accessibility in mind with each page following a consistant layout. Wireframes and mockups were utilized in the proccess before going to development.

The branding process started out with four different logo sketches. Ultimately the company chose to move forward with the croissant you see here - hand drawn to emphasize the French artisan roots and whole, raw ingredients.

The logo was further developed to include shadows of color paired with both modern and cursive typefaces to complete the design. A more neutral shade of blue was utilized to pay homage to the French roots of this bakery. This wholesome and romantic logo was then applied to the business suite. 

As a part of creating this brand identity a branding guide was developed with approved fonts, color, and logo usages. A branding suite included a buisness card, letter head, and simple envelope design.

Three logo sketches were initially designed using variations of sans serif fonts. The logo seen here was unanimously decided upon and further developed by adjusting the kerning and placement of “designs”. 

This logo was then applied to a poster meant to illustrate the creative possibilities that Dabster Designs can offer. Directional lines, watermarks, gradients, and clipping masks were all used to create this poster. Promotional pieces were chosen that were trendy to increase usage with the logo simply placed.

A classic yet bold font was chosen for the magazine name in white to make it stand out against the high quality imagery. A wider kerning was chosen to allow the title to create more of a statement. This title was to be kept consistant across covers with slight variations for special issues, like the bridal issue shown here. 

Fun, bold typefaces were used for the headlines using variations of 2-3 three different fonts and two colors to ensure a cohesive layout. Varying title caps and sentence caps helped to differentiate key words from passive ones while clean, legible typefaces create for an easy read. Font colors were chosen to compliment the chosen imagery while also creating a good contrast between background and type. Drop shadows were used to add dimension to the headlines allowing them to “leap off the page” at the reader.

Playing on the neutral color palette and harmonious fonts, the layouts followed suite with the exception of a trendy typeface. 

Following a traditional magazine layout was intentional to help readers transition from print to digital seamlessly. Animations and links were added to the headlines and table of contents for easier navigation.The EPUB follows a clean layout utilizing negative space to the advantage of the design. Social media links are included for sharing purposes and feeding off of the digital advantages. 

Special attention was paid to alignment and uniformity, ensuring that an easy heirarchy was followed. The cover originally had a terracotta colored background that utilized a gradient feather. This was removed and replaced by a neutral color to facilitate a more timeless and clean look.

Mock-ups were created with this storybook aestetic in mind. One design was created for a more modern take while the second follow a more traditional route. 

Special attention was paid to the typography, alignment, and heirarchy. Different typefaces were used for the article title, body, captions, and pull quotes with a maximum of 3 different typefaces. Different colors were used in the text to help the quotes stand out more. The typefaces needed to be legible and clear with the proper ledging and kerning. Adjusting the kerning was a tedious task as a justified alignmnet is not always uniform. 

The content was broken up into chunk that made it easier for the reader to digest rather than laying out all the content in a continuous manner. Imagery was added to accommodate the target audience but not enough to overwhelm the article as a two page limit was enforced on this article.

The process of design began with a wireframe where a rough outline was sketched and agreed upon before moving forward. The design started with a mobile version and moved up to tablet and desktop versions to ensure appropriate formatting for each viewport size. Mockups were then created with a close rendering of the finished product. 

The choice of a sans serif font was made to ensure legibility. Each section of lengthier pages were broken up with alternating background colors. A clean and sophisticated aesthetic was created by taking advantage of the white space. High quality images were chosen and edited using the same filters and lighting for continuity. Appropriate touch target sizes for the mobile and tablet versions were ensured by creating buttons and links that were between 7-10mm.

Mockups were created prior to completing final deliverables to ensure the designs were acceptable. The imagery was updated and spread throughout the layout so as not to add additional clutter. Each section of the menu was given enough padding to ensure clarity. A heirarchy was established with titles, headers, sub-headers, and body text to aid in legibility. Color was added to the kids portion of the menu and the tri-fold mailer to add a fun and eye popping element.

A menu can feel overwhelming so in its revision a uniform and centered approach was taken with the content. The tri-fold mailer included the addition of restaurant info, hours, promotional days, and catering option.

The resort did not want to stray far from the relaxing, tropical feel of their resort in the design so a main image was chosen as the focus along with three smaller images to highlight some of the resorts ammenities. Bold typefaces were chosen in dark purple so the text might “leap” off the page at the viwer. Drop shadows were also used on the images of the resort ammenities to give more dimension to the page. A gradient was used over the main image to give it a more uniform feel and to aid in legibility.

The web banner was a reflection of the magazine ad but on a smaller scale. Instead of highlighting the resorts amenities, animations were added to the promotional offer and a clickable link that directs the viewer to the resorts booking page.

The chosen font, Lust Sans, is very thematic. The font itself is made up of high contrasted strokes with a vertical angle of stress. It is wide set, which makes it hard to ignore, making it perfect for a merquee sign.

A portrait of Marilyn was then simplified down to black and white shadows so the text could be better manipulated. Quotes from Marilyn herself and titles of her films make up the warped text that created the bust of Marilyn Monroe. This process was very tedious and specific. In the end Marilyn herself can be recognized in the black and white. A second version was rendered with the black and white shadows behind colorful text.