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Check out our most recent work at @Wellstruck on Instagram

Everybody always says they love seeing the process, so here’s a little bit of the process from @anniehowepapercuts’ logo. Since she herself is an artist, my process was a little different — a little more collaborative to ensure her style was represented accurately. I established the layout for it, did a rough sketch, then she actually made papercuts of all the elements. We scanned them in (pictured), vectorized, tweaked a bit — and ta da!! You can see one version of her final logo in my previous post. #branding #papercut #rebrand #logodesign #wip
Throwback to one of our favorites: logo for Baltimore artist @anniehowepapercuts. ✂️ Love a good excuse to get a little wacky with type. Have you ever noticed how many major brands stick with a typographic logo (no logomark aka illustrative component)? Type can be so expressive! #logodesign #branddesign #rebrand
👋🏼 Oh hey, it’s been a while! Been hard at work focusing on taking care of myself and my clients, which means social media has taken a back seat. Sometimes ya just have to prioritize, ya know? . This week I’m working on wrapping up a Starter Brand Identity for @makeupbyveroniquesca (whose excitement about her rebrand consistently makes my day!); continuing on brand design for a holistic pediatrician; getting a couple of contracts signed for absolute DREAM projects and collaborations (🍷🐻🌲🥃💃🏻✂️📏); locking in #WellstruckLadyBoss co-hosts for the second half of the year, #StudyHallSummit tomorrow... and more. . Pretty well booked up through August which is bittersweet. Has me thinking a lot about how to grow and better offer what we do to more people at the same quality level. And which parts I love most AND what is most beneficial for clients. And whether I want this little business to continue on as just me or really consider building a team. Hmmmm! So many questions. Wheels turning. But for now, it’s back to work. . 📷: @quartermoonco
One of the most common questions I get after I tell someone what I do is, "what exactly is branding, really?" They often ask sheepishly — they feel like they're supposed to know, or they have a vague understanding, or they know why it's important — but they still feel like it's sort of a mysterious magical bullshit elixir. 😂 . And I totally get that. I think part of the reason it seems vague is because it isn't a tangible thing. And because a lot of people define it by what it isn't (e.g. "it's not just a logo"). . So here's my own definition: . A brand is the perception of a business over time. It's the combination of all the little pieces that come together. You can affect the perception of your brand with your offerings, messaging, and aesthetics. . Are you interested in learning more, or do you like the mysterious magic of it (which is really a lot more methodical and process-driven than most people realize)? What questions do you have about branding?
Getting weird is good. My goal is to coax clients into letting their weirdness shine — especially during the visual inspiration phase. When gathering inspiration for your brand, push yourself to get super weird. Take it to the limit. We can always reel it back in during the design phase. But on the flip side, if every bit of inspiration is safe, then your brand won't end up being memorable. Take a risk. Whatever your own version of weird is — push it. . 📷: @quartermoonco (they're really good at weird — and they remind me that I should let my own weird out for the world to see)