So my talented bestie is an artist, and for YEARS I’ve been nagging her to let me brand her business. Well, 2020 brought a change in artistic direction for Zoë and gave us some time to talk brand clarity - it was the perfect opportunity to create branding for Zoë and a new online shop for her paintings.

This was actually a really intuitive brand for me, because an artist’s signature is unique, and with a bit of light tweaking for legibility, it can become a strong brand identity. There is also a fun sub-brand ‘Z’.

When it came to colours, I knew that a summer palette was right for her business, but I wanted to pick colours straight out of some of her paintings. I used the eyedropper tool in Photoshop and sampled colours until I had a range of feel-good relaxing summer hues.

I also asked Zoë to create some paint daubs. She can now use these colours and shapes to tie her brand into her social media posts and printed literature.

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