There's nothing I love more than crafting beautifully strategic branding for people who love nothing more than helping others. Collaborating with those who share your values makes the whole process that much more smooth, rewarding, and fun along the way. So when Jamie of Spruce Rd. asked me to hop in as lead designer to create the new Advice from a 20 Something brand identity, I didn't even hesitate.
Collaboration Over Competition
I've been fortunate enough to join the Spruce Rd. team on a few different projects now, and every time it's a total blast. Going out on my own was a really crazy and intimidating thing back in January (and most days still is), and I was more than a little nervous about being by myself all day. Thankfully, Jamie came to the rescue with the invitation to jump in on projects here and there while I ramped up my own business.
Owning your own business is an amazing, priceless journey but it takes a lot of guts. Some days you wonder if you have it in you and you start feeling insecure about the skills and experience you should be so proud of. Thankfully, collaborating with the Spruce Rd. team has helped me realize the value of my skills and experience and that our methods really aren't so different.
This has been one more reminder for me that we can lift each other up even more when we work together. Better yet, great collaborations often blossom into amazing friendships (and vice versa, of course)! As both our businesses grow, who knows where our collaborations will take us. Regardless, it's incredible to have such amazing new friends who also value community and collaboration over competition.
Advice from a 20 Something
Advice from a 20 Something is the advice column for the modern girl, born from the brilliant vision and humongous heart of Amanda Holstein. While Amanda has gorgeous taste and offers great tips for dressing stylishly yet affordably, her brand is much more than a fashion blog.
In the early discovery stages of the branding process, I think she described it to us best. “People come for the fashion, but they stay for the advice.” With insightful advice on topics ranging from romance and friendship to career goals and achieving your dreams, it's no wonder Amanda's built such a loyal following.
The Advice from a 20 Something brand is insightful yet down-to-earth—stunning yet minimal. So when it came to designing the new brand identity, it was essential to capture its polished yet Bohemian spirit. We wanted to attract stylish women who were eager to scoop some fashionable finds as well as open up for some soul searching. We knew we wanted to attract women with styles ranging from Anthropologie to J. Crew, and to translate the genuine heart of the brand while using unique elements in an artfully minimal way.
We accomplished this with countless custom touches and a cool, breezy palette with some bright cheerful accents. The brand's primary and secondary logos incorporate totally custom lettering of “20” and “Something” along with some original botanical elements, which add that loose organic vibe to some otherwise very structured marks. With this brand just like any other, Spruce Rd. and I also found it essential to offer multiple logo variations so the brand can be as flexible and functional as it is lovely.
The custom touches don't stop there though! We also created some beautiful patterns inspired by Bohemian style as well as a few different lockups of A20S's tagline, which can be used playfully throughout the rest of the brand.
This project gave me such an amazing chance to play in a Bohemian and minimal style space, and although it was a definite challenge at some points I can feel how much this stretch has helped me grow. The collaboration between Jamie, Amanda, and myself was fun but also so creatively stimulating. We pushed each other to make each piece of the brand meaningful and the best it could be, and I couldn't be more thrilled with the results!
As we wrap this baby up, I want to point out that life and business can take you so many places when you're open to new things. Don't shrink back because you've never tried something or you're intimidated. Go for it and give it your all. As my momma always said to me growing up, stretch and grow, friends!
Stop by my portfolio to see more of Advice from a 20 Something's stunning new brand identity, and stay tuned for more branding insights and adventures in collaboration. Cheers!