One of the reasons I’m so passionate about brand design is because it gives me the opportunity to help AMAZING people flush through and develop their ideas, concepts, and dreams. I love having the chance to see these visions come to life, and I’m eternally grateful for the chance to play a small role in special ventures.
Kelly, the Founder of The Mompreneur’s Retreat, is no exception. As a mom of an adorable two-year-old and a full-time business owner, Kelly found herself struggling to set aside interrupted (key word, here!) time on herself, much less on her businesses. This realization led her to found and conceptualize The Mompreneur’s Retreat - a day long, spa-like getaway for Houston moms to plan ahead, set achievable goals, and discover a renewed passion for their businesses. Incredible, right?
Before diving into her brand design, I wanted to fully understand exactly WHO this mompreneur is - Where does she live? How old are her children? Where does she spend her free time? We determined the Mompreneur Retreat client is a woman in the Houston area around age 32. She’s overly busy (and slightly overcommitted) but remains intentional and thoughtful with her time, constantly putting others first. She treats her business like a child and deeply values each and every one of her clients. She’s most active on Facebook, but finds it hard to spend idle time on social media (particularly in the space of her business). While balancing her many commitments is challenging, she doesn’t have adequate resources to outsource yet, which is why she is desperate for TIME and SPACE to plan ahead. She desires rest and community in her current state. Understanding her target client in full always makes the design so much easier (and fun!) - it’s an essential part of the process!
Then, it was time to get started on her Inspiration Board! Overall, I wanted the brand to reflect a spa-like culture with cool tones, restful imagery, and comforting sentiments. I knew it would inspire our eventual color palette, so I sought after soft hues of the coast with notes of eucalyptus mints and calming grays.
When I started flushing through her initial brand concepts, I first brainstormed what “rest” felt like - in tangible terms. A few things immediately came to mind:
1) Cool cucumber masks
I loved the idea of women gathering in a setting of total relaxation, and I conjured up the image of ladies resting at the spa in white towels, a cup of Earl Grey, and cucumber eye masks. To replicate this idea, I illustrated the two cucumbers seen in the design - the number itself also correlating to the two worlds mompreneur’s juggle: Their business and their families.
2) A good book
The idea of rest often means something as pure and simple as reading an old favorite book. For this reason, I opted for a lowercase serif font as her primary logo type, as it is the font style most commonly seen in printed materials and books. I wanted her logo to feel comforting from first glance - like something familiar and known to the audience. Not too bold, not too loud.
2) Nature and greenery
Few things feel as soothing as a breath of fresh air in the great outdoors. You may have noticed two small sprigs in the logo - these branches not only symbolize the actual growth that will take place in the hearts of these women throughout the retreat, they also represent the concept of harmony and peace in the chaos of everyday life.
When it came to her brand patterns, I knew right away a terrazzo tile pattern would be perfect for emulating a spa-culture into the design. Using all of her prominent brand colors, I hand drew each of these little marks to keep it uniquely hers, while still remaining familiar enough to bring forth comfort. The lotus, though not a part of her actual logo design, felt like a fun way to incorporate the idea of renewal. I love how the little marks around it bring a burst of energy and delight to the pattern - after all, no one said a business retreat can’t be joyful!
I know I say it every time, but this is one of my favorite branding projects to date! It’s fresh, soothing, unique, and professional all rolled into one, and I can’t wait to see how successful this event is for Houston Mompreneurs!
If you’ve considered taking your brand to the next level, I would absolutely love to hear more about you and what you do over virtual (or real life!) coffee! Email me at firstname.lastname@example.org for more information.