Gillian Tracey

Graphic Designer

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Gillian Tracey Design - Brand Identity

Hi there! My name is Gillian, and I'm a graphic designer who is working on crafting a brand for myself. For some more background, I currently work at a local publishing company, where I primarily do editorial design, plus advertising/marketing, design collateral for events and any other miscellaneous projects that may come up. I am wanting to develop my personal brand so I can venture out into more freelance work, and eventually open an online shop where I can sell prints of my illustrations and hand lettering projects. My creative brief and following steps of the class are below. Your feedback is appreciated!


1. CREATIVE BRIEF
(1/26/2015)

BACKGROUND:
Gillian Tracey is a graphic designer based in Columbia, Missouri. She currently does not have a brand, but wants to develop one that reflects her personal aesthetic and adds to her professionalism so that she can begin seeking out freelance clients.

OBJECTIVE:
To develop a brand that reflects Gillian’s unique style, builds an audience and clientele, and allows her to expand her work beyond design into illustration and hand lettering.

TARGET AUDIENCE:
Small businesses who appreciate quality design work, excellent customer service, and creative solutions.

MESSAGE:
With a passion for design and building relationships, Gillian will provide her clients with a top-notch experience. Her versatility and experience will make for a smooth and timely process. Gillian approaches each project and client as an individual, bringing creative ideas and solutions to the table. She holds excellence in quality of work and client’s experience as her top priorities.

COMPETITION:
Other Mid-Missouri-based designers, particularly boutique branding studios or designers who branch out into hand lettering and calligraphy.

DISTINGUISHING CHARACTERISTICS:

  • Passion for excellence in design
  • Believes in customer service
  • Versatility and variety of design skills

CREATIVE CONSIDERATIONS:

  • Clean design
  • Incorporate watercolor-type elements
  • Organic
  • Fresh, minimalistic color scheme (preferably including a teal/turquoise in the palette)

TONE OR KEY WORDS:

  • Genuine
  • Friendly
  • Hard-working
  • Values crafsmanship

2. LOGO + MOOD BOARD (1/26/2015)

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3. COLOR PALETTE (1/27/2015)

As indicated in my creative brief, I wanted to keep the color scheme minimal and include a teal/turquoise, which I pulled from an image on my mood board. I like the lighter, mint-colored shade as an accent to balance out the darker colors, and I thought the grey and black created a cohesive look with my logo.

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Color Palette Update (1/28/2015)

Using my palette, I put together a couple samples of a colorized logo to act as an alternate logo, as well as a submark and favicon. (Note: My orginal logo is a watercolor painting, so I pulled it into Illustrator, did a Live Image Trace and cleaned up the edges by taking out unnecessary points.)

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4. TYPOGRAPHY (2/1/2015)

The two fonts I chose are Gotham Light and Miller Banner Italic. Gotham is the clean, sans serif that I used in my logo, and it is also the primary font used on my website. My secondary font is Miller Banner Italic, I selected this font because it's a classic serif that lends a touch of femininity to contrast with Gotham.

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5. GRAPHIC LANGUAGE

Pulling inspiration from my watercolored logo, I created a series of watercolor patterns to use throughout my brand identity system, including business cards, stationery, blog post graphics, etc. I also pulled in some other painted illustrations, such as pine trees and a coffee mug to use on printed collateral and my newsletter header.

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