Keeping this brand all to myself for the last few weeks has been nearly IMPOSSIBLE because it’s without a doubt one of my FAVORITE designs to date! My sweet client and rockstar copywriter, Jess Jordana of Jess, XO, gave me near complete control of this brand’s colors, elements, and overall personality -it was truly a designer’s dream, and I couldn’t be more excited about the result!
In just one year (!!), the Jess, XO brand grew and evolved at a rate much quicker than Jess ever anticipated, and upon inspection of her previous brand, she realized a LOT about her ideal client changed in that time. During our initial discovery call (which consisted of half work and half chatter because we’re soon-to-be roomies at Creative at Heart!), we landed on the following adjectives to describe her new brand tone:
And LET ME TELL YOU - Jess lives out each and every one of these in the most #real manner. Knowing this, I wanted to create an atmosphere that felt slightly adventurous (a nod to her Mountain-loving roots) and playful without losing her brand’s sense of balance. I loved the idea of Jess, XO feeling like your favorite pair of jeans - you know, the trusty pair you wear when you want to look your best but feel completely comfortable at the same time. Well-lived in but spirited to the core.
If you’ve ever seen Jess on social media, you probably know she is known for a few things, including her super cute glasses and her deep appreciation for a solid iced coffee. For this reason, I loved the idea of creating an imperfect coffee ring - one that’s a little messy but speaks to her hope that people can come to her just as they are. For Jess, coffee represents so much more than a quirky identifier, it’s something she use as a connector, a bridge to build a relationship with her clients and her audience.
In addition to those more personal elements, her brand employs a special and symbolic wildflower motif throughout. Aside from Jess’s love of the outdoors, the literal definition of a wildflower is a flower of an uncultivated variety or a flower growing freely. A wildflower is purely authentic but often unexpected, giving it that little bit of quirkiness we wanted in her brand.
Paired alongside a playful, serif typography and a handwritten script, and we’ve got one personality-packed, passion-driven, authentically-rooted brand.