When we make a decision around here, we move quick. Many times we go from concept to final product within a matter of a week. Sometimes even in a matter of hours, depending on how easily the ideas flow through the team.
Creating the concept for the Style & Story brand mark was no different. Offering a membership community has been in the back of our minds since I began working with Whitney several years ago… and I know the ideas were percolating well before I joined the team.
Designing for a beloved brand like Whitney English can sometimes feel a little daunting, but put two creative Enneagram 7’s in a room and there are very few wrong turns on the branding journey. One idea simply fuels the next, oftentimes forging a chaotic-to-some/perfectly-normal-to-others journey to the end product.
The Style & Story logo needed to be an extension of the Whitney English brand, but not so close that it could be confusing. When Whitney and I spoke about Style & Story as a brand, she talked about how her goal for the Whitney English brand was to begin thinking in collections. The goal for a collection would be a cohesive, curated offering for customers.
The way I begin the first round of concept designs is by taking a handful of shapes, letters, and icons and moving them around on the table. As they progress, ideas begin to emerge. Then, I begin to refine a few of those ideas until a design or two stands out and speaks to the client.
For the Style & Story logo, we wanted to stay true to the timeless feel of the Whitney English brand and keep a cohesive look with the existing branding, while also making Style & Story distinguishable on its own. As we get further into the journey of Style & Story, we will refine the brand mark, but like all great things, the logo (like the brand) is ever-evolving to be the best it can be at this moment.