Branding // A Showroom For Good Brands
A branding project for Ophelia etc
One of my favorite parts of running a creative business is seeing good people connect good people.
Jen, the founder of Ophelia etc, came to me through a referral from By Land & Sea, a shop our team at May Assembly had the pleasure of branding. Referrals like that are really meaningful. They remind me that thoughtful work has a way of finding its next home.
After our first call, the vision started assembling itself in my mind alongside everything Jen shared during our discovery session. She wanted Ophelia etc to feel timeless, approachable, and thoughtfully curated. As a showroom representing brands she genuinely believes in, the identity needed to feel less corporate and more like a trusted guide. Someone with a great eye who introduces you to things worth knowing.
Before I design, I spend a lot of time collecting a feeling. For this project, that feeling was rooted in the kind of places and moments that make you slow down, linger, and look a little closer. I wrote more about that process in The Feeling Before the Logo.
The identity took shape around that feeling. We created a script wordmark that feels as though it's been hanging above a beloved storefront for decades. It's warm, familiar, and full of personality. The supporting typography adds a relaxed, hand-crafted quality, while the tagline, Better Things Ahead, reflects the optimism behind the brand and the belief that thoughtfully made products and meaningful relationships can make everyday life a little better.
One of my favorite parts of the identity is the illustrated woman on the bicycle. She was inspired by a vintage icon Jen found on her late father's old business card. We imagined her as the daughter of that little figure, carrying his story forward in a new way.
To us, she represents the spirit of Ophelia etc. She's stylish without trying too hard, carrying beautiful things, headed somewhere interesting, and inviting you along for the ride. She feels like someone you'd actually want to know, which is exactly how we hoped the brand would feel.
Along with the primary logo, we created an identity system including alternate wordmarks, a monogram, custom illustrations, typography, color palette, and supporting brand elements that give Jen plenty of flexibility as Ophelia etc continues to grow.
I'm so grateful Jen trusted me with hers, and excited to watch Ophelia etc continue to grow.
xP
