It’s launch day at Kindly by Kelsea, and I’m just chomping at the bit to share details behind the new Rachael Polglaze brand! Rachael and I met at a local Tuesday’s Together meet up and hit it off right away. She is one of the most determined, wise, and hardworking business owners I know, and I can’t wait to see how she shines through her new brand! Before we dive into the design itself, I first want to give a little back ground on Rachael’s WHY behind rebranding.
During our initial meeting, I advised Rachael to take a look at where her business was, where she wanted it to be, and how she planned to get it there. What came of this conversation was the realization that Rachael saw her business transitioning into more elevated commercial and brand photography, focused primarily on editorial brand work and advertising. She noticed a glaring opportunity in the Houston market for someone like her to assist clients wanting to present themselves in a professional manner (with a slight edge). Once we had a vision, Rachael provided me with one of the BEST client profiles I’ve ever seen - the amount of detail was incredibly helpful in building her brand design and envisioning something that her audience would respond to.
When sourcing inspiration for the design, I wanted to create something that people couldn’t ignore - bold color, imagery, type, and structure were all of the utmost importance for an editorial brand like hers. Though I had the intention of doing a black and white design, I ultimately landed on a color palette with a softer touch (a bit more feminine in nature), contrasted with a deeply rich cranberry pop to exude the passion and dramatic flair of her work. (Let’s just say I’m obsessed with this color palette!)
A strong typeface was no question for her brand. Rachael and I both loved the idea of a manipulated, interlocking monogram - something unique, balanced, and strong. The type used in her specific monogram holds so much significance, and when I came across it, I knew it was meant to be. Not only was the font created as a fundraiser for Hurricane Harvey victims (an event no Houstonian will ever forget), but it perfectly accomplished the soft + striking vision I had for her brand. I can’t get enough of the tail on the ‘R’ - swoon! Early on, we strategically decided to leave “photography” off of her logo to avoid limiting her from pursuing other creative avenues like film, creative direction, and more.
Designing RP’s other elements were SO much fun, and the idea for a “shutter” like pattern came to me right away. Mixing inspiration from vintage wallpapers with the concept of a camera flash led to this remarkable pattern. You may also notice the diamond shape incorporated into her brand submarks, too! In addition to this, I wanted to give Rachael a pattern that could be subtle enough for every day use but still edgy and unique.
All in all, this brand design was an absolute honor, and I’m thrilled with the final outcome! If you’ve been thinking about rebranding yourself, I would absolutely love to grab virtual coffee! Email me at firstname.lastname@example.org!