Like many creative entrepreneurs, I have a loose “bucket list” of sorts with various types of businesses I’d love to brand, and when Angela of Halet James Design Co. (a design build company in Waco, TX) reached out to me about helping with her new venture, I was absolutely thrilled! Her work is nothing short of stunning, and it was a complete honor to design this brand!
My sweet client, Angela, a graphic designer by trade, always had a natural knack for interiors, but it wasn’t until she and her husband purchased a run-down 1970s home (complete with lime green paint!) that her love for fixer-uppers really came to life. Following several Facebook posts detailing her renovation decisions, family and friends began contacting Angela for help with their own homes and voila! The business now known as Halet James Design Co. was born.
When conceptualizing a name for her new venture, Angela knew she wanted something packed with meaning and a special “uniqueness” to it. Combining the names Halet (Her husband, Donny’s middle name and the middle name of her youngest son, Merritt) with James (the middle name of her oldest son, Parker, and the first name of Angela’s grandfather).
Her dream with Halet James Design Co. is to create homes that tell the story of the family living there with no detail left behind. Looking to her personal design style for inspiration, we targeted imagery and influence that was modern, clean, natural, simple, and (perhaps the most important) transitional.
With a background in marketing, Angela went to the drawing board to figure out how she was going to market this new design business, and she came up with one of the most unique concepts I’ve ever heard! “The Halet House” will serve as a dual-purpose entity, allowing Angela to show piece of her own work from the ground up and rent the property as an Airbnb to Waco tourists and visitors.
One of my primary design challenges was to create a brand palette that felt gender-neutral enough to encompass the construction side of the business, while still appealing to a largely female-based audience. We opted for soft neutrals, deep hunter greens, and a lovely mixture of gray-blues.
Knowing that The Halet House and Halet James Design Co. needed to feel cohesive, yet independent of one another, I looked to Angela’s personal design style and found inspiration in classic lines, upscale typography, and uncomplicated structure. This brand didn’t need bells and whistles to make it special - it needed a timelessness found in simplicity. One of my favorite details is the brand’s signature “mark,” which merges a non-traditional take on an H and J, turned on its side to resemble a feminine swash.
There’s so much more to come of my work with Angela and the Halet James Design Co. so stay tuned and be sure to follow her journey of turning houses into homes, and spaces into stories- one design at a time!
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