A Platform for Artists, by Artists.
Role
Brand Design
Website Design
Category: Branding & Visual Identity
Time: June 2024 - Aug 2024 (2.5 months)
Timeline
June 2024 - August 2024
Timeline
June 2024 - August 2024
Toolbox
Photoshop
Illustrator
Canva
Pen & paper!
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
How do you build a brand for a space that's never quite had one?
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
Palettable was an early-stage startup with a clear mission: help artists find events and selling venues that actually fit their work and their world. What they didn't have yet was an identity to match. I joined as brand and website designer for the summer and left with a logo, a full asset library, a landing page, and brand guidelines built from the ground up.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
The art world is full of opportunity. Finding it is another story.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
Independent artists navigating a business that rewards connections as much as craft rarely have a dedicated resource for discovering where to show and sell their work. Palettable was built to change that. My job was to make sure the brand felt like it genuinely belonged to them.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
40+ target user interviews, competitor analysis, and one-on-one founder meetings later, I learned:
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
Know your audience.
The core user: a 40–60-year-old creative who values artistry, independence, and community. Skeptical of anything corporate or condescending. Looking for a resource that actually gets them.
Eccentric, not juvenile.
The brand needed real personality. Distinct, a little unconventional, without tipping into chaos. Something that doesn't take itself too seriously, but still earns trust.
The name is the first design decision.
Everything else follows from it. Getting it right meant weeks of exploration before any visual work began.The original name, Artverse, was broad enough to belong to anyone.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
I mapped dozens of candidates across three distinct directions: names rooted in the artist's identity, in mentorship and care, and in the art world itself.
Each cluster pulled the brand somewhere different visually and emotionally.
Raw sketchbook brainstorm
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
Sketching helped pressure-test each finalist as a logo, typeface, and color story. Palettable won out: a palette of opportunities, tailored to individual taste. The visual language followed naturally, and each decision tied back to the audience.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
Same startup. Completely different story.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
I presented the new brand identity via a deck that also served as the brand guidelines and a deliverable, displaying how the logo, assets and branding could be utilized in pitch decks and future merchandise.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
Click, hold, and drag for the before and after!
Before and after the rebranding
BEFORE AND AFTER REBRANDING.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
This was my first branding project—and the one that made me realize this is what I want to do.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
Hundreds of hours of research, late nights, YouTube rabbit holes, and Pinterest deep dives taught me that creativity without adaptability is just aesthetics. The founders were clients and mentors at once, and working closely with them shaped how I think about design as a collaboration, not just a deliverable.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
This is just the surface-I'm happy to walk you through the full process. Reach out and let's talk!
The following graphics highlight the design exploration, key decisions, and learnings throughout the process.
The following graphics are slides from my final brand presentation, which I completely wrote and designed to present the visual identity and brand guidelines to the founders. View the complete presentation here.
