soft

Reana Saraceni

Dr. Reana Saraceni is a registered psychologist and executive coach who recently set up a private practice and was advised to have a website to legitimize her! We worked together to not only craft her brand identity, but also a solid strategy and cohesive business plan. With her unique combination of executive coaching and psychology, Reana needed an unobtrusive, non-threatening and inviting visual space to welcome her patients. I began with a simple logomark to identify the yin-yang of therapist/patient relationship, as well as hint at the “S” of her surname. A soft colour palette, clean lines and soothingly representative images complete her visual story to create a safe and warm haven to welcome both new and existing clients.

*update* Since launching her site in December 2014, Reana’s client list has dramatically increased, requiring the need for an assistant and expansion to a collective office space. Way to go, Reana!

Ollie and Olina

Ollie and Olina is a new line of handmade heirloom quilts, bibs and burp cloths for newborn babies. Erika was looking to expand her budding business last year and needed some special packaging for her products. In digging a little deeper with Erika and determining what her real goals were, we ended up creating a new name, clarified her new target audience, specialized her line of products for a narrowed niche market and got to work designing it all!

There was a lot of art & creative direction in this project, beginning with creating a strong identity, which included a strong badge logo softened by whimsical illustrations. We built-out from that, narrowing down the designer fabric line (Hello Bear, by Bonnie Christine) to create 10 collections and got to work on the boxes to expand her online shop to wholesale opportunities and local boutiques. To keep in line with the budget and expanding future fabric lines, I created a simple design for the boxes (main collection and individual bibs and burp cloths) with machine cutouts to let the fabric & beautiful workmanship show through, allowing Erika to keep her initial print runs short. Some custom diecut hang tags, a product informational card, seals and business stationery rounded everything out! Next up was the full design on the custom-built e-commerce site, which also included responsiveness, creative direction for a photo shoot, and copywriting services.

Erika was a treat to work with through all of these big changes, making hard decisions quickly and staying firmly involved every step of the way.  She knew exactly what she wanted and together we achieved just the brand to complement this hard-working & talented entrepreneur’s vision!

photo credit for featured image: Tanya Haswell