The Feeling Before the Logo

Every project has a feeling before it has a logo.

For a recent project I have been digging through these photographs by Slim Aarons alongside listening to the perfect summer playlist while I work. I love immersing myself in a visual world before designing, it helps me understand the emotional landscape a brand wants to live in.

This project arrived right on cue with summer, and the synchronicity isn't lost on me. Much like the project I wrapped up this spring (Garden Girl), the season seemed to hand me exactly the feeling I needed.

Cheerful colors and sun-warmed nostalgia. Effortless elegance that never takes itself too seriously. The kind of timeless hospitality that feels like being invited in rather than kept out.

A little corner of the inspiration board before I share the brand itself.