Lolaness by Phebe A. Durand - A Designer's Redesign | Skillshare Projects

Phebe A. Durand

Author . Creative . Planner



Lolaness by Phebe A. Durand - A Designer's Redesign

Lolaness by Phebe Durand Brand Identity Presentation:

The actual PDF of this document can be viewed in full-size at Scribd for free (it will appear as a series of slide images unless downloaded in PDF format, when everything is shown full-size). What follows are the image versions of the slides for my presentation that is the outcome of this course. They are placed in order from title page to thank you page.

I give sincere thanks to Courtney for developing such an inspiring course, and sharing her unique insights. There is nothing more valuable to a fellow designer than anothers' perspective, to learn new methods and gather more creative approaches. I would not have met my deadlines without this course, and the fantastic feedback of those who gave it - whom I thank as well, very sincerely.

What follows on this page is my project canvas, a look at the steps I made day-by-day to get to this end. And what a lovely ending I find it to be.

____________________________The Project Canvas__________________________

Lolaness by Phebe A. Durand is a design business that's been operating since my daughter was 2, so it's been (gasps) nearly 12 years now. However, as time has passed and I've learned who I attract and work with best, I've also found that my direction and goals have changed. Hence my desire to take this course ... besides loving Courtney's work for years now and following her blog.

So, as of 8/28, I've finished the first unit in this class. I've gone back over what I'd originally redesigned about 2 months ago and redesigned it again, polishing it, taking it a step further. I'm loving having an actual course to push me to do this rather than focus solely on projects for others and happily allowing my own 'stuff' to fall to the back burner.

The Creative Brief, my Mood Board and Logos (yes, logos ... I need help here, guys!) are as follows after polish and shine. Please feel free to comment! I would very much like some constructive criticism so that this weekend I can have a fully polished, ready-to-move-forward concept on these beginning 3 pieces and can share them with pride.

And as I move on, I'll continue updating, polishing, sharing and asking for constructive feedback :) Thank you.

The Creative Brief v.1:

I'm very OCD as you'll come to see ... I can't keep it to one page because I need more detail.

The Mood Board v.2


I did actually find time to squeeze in videos of the course and working on the color lesson today between projects, phone calls, helping my daughter with online public school, chasing my dogs inside so they didn't run after a bear, and trying to keep a new kitten from going out the screendoor ... I'm a little over-excited that I have gotten this far!

So. I've been pondering palettes, for obvious reasons. I'm very happy with my basic scheme, which is relatively new to my identity. I feel it strongly fits the overall experience I wish to create with my business. While playing with my palette, though, I realized that I do need to update my Creative Brief if only to better express something vital to me:

I want everything to have a touch of the minimalistic beauty that oriental style carries.

Why? Simply because it is my style. Everything I create has that touch to it, and it is that touch that has drawn the audience I have as well as the audience I wish to grow. These are people who seek to emphasize product by having it accented and punctuated with simplistic beauty and subtle touches of grace. It is a much better description than I have currently entered appropriately into my brief.

But beyond the brief, and back to colors. I had a serious play with my color palette, playing with hues and saturations of purple based off the shade of lavender that I love best. I wound up with 3 palettes that were narrowed down to one once I'd placed the colors into some items I've previously created (a business card that will be revamped, my Etsy banner that will also need revamped, etc.) and liked the best.

Also please note: I'm purposely holding off my other pieces until I get a grip on how my logo is going to be finalized and what typography I'll be using ... so hopefully tomorrow all my pieces will be in better, cleaner, happier shape.

Drumroll please ... my Palette Play.

Color Palette:


Finally, a logo set that I'm happy with!

The beginnings of typeface play, the refinement of colors with my new color palette, and several logo layout options.

I've gone this route with my logo options because my work is both printed and online. So I've settled on a new dragonfly design with much less detail - but enough detail to make me happy - and have draft printed it in a variety of sizes from 1" sticker decals to a nearly full-page spread. This led me to two decisions: 1) I want to have both vertical and horizontal options for my logo so that it is perfectly fitting no matter where it goes (at the top of a website or running the side of a brochure), and 2) that I need something textually eye-pleasing that will work as a logo on its own for the teeny-tiny stuff.

A very little bit of typography has gone into play here. The typeface choice for 'by phebe durand' has been chosen specifically to draw that line out more so that, as Courtney pointed out, my name isn't getting lost in what is still a dragonfly-dominated logo. I've also chosen it to remain true to the feel I'm going for in my work, while the 'lolaness' line carries the same sans-serif font I will be using in print.

More on my typography when I post day 4 (I'm posting backdates as I've been battling an early-Fall flu).

Finally, with all the mediums that my logo will display in, I chose to create two versions of the logo's colors. One version of each the horizontal and vertical logos are essentially black and white, with the exception of the blue dot that pulls my name together. The second version is colored, with the dragonfly proudly showing off its purple hue.

Lolaness by Phebe Durand Logo Sheet:

With my logo settled, I have chosen my typography for web and print versions! They're coming up next...


Having stared at my logo for longer than is at all necessary, dissecting every aspect of it for any flaws that I could possibly find, and feeling confident that this is the direction I want to go, it was definitely time to move on.

Typography. Ahhh the love of fonts.

This was an all day exercise in self-scrutiny, typing, re-typing, stretching, tweening, spacing, and playing.

I was grateful to have found a beautiful font viewer and manager that is freeware but with all the greatness of something you'd pay for: NexusFont. Available at, this freeware has features you'd never expect. I was able to type in lines of text that I'd actually use within my work and see it come to life. By ticking the fonts I thought worked best, I could create a set that I was able to compare and pare down before ever taking it to Illustrator.

It was helpful to watch and re-watch Courtney's video on how she actually chose her fonts from the final choices she'd made as I went. I, too, have a specialty font that will likely be used somewhere other than my logo but it isn't web-safe nor is it something that I want splashed everywhere. Instead, it is used to highlight my name within my logo and may be used to highlight very specific elements within my work later on.

As for the main typefaces, I needed to choose sets for both print & graphic display which I seriously wanted a professional, clean, foundry feel as well as ones that were web-friendly. As much as I played around with the typefaces, I couldn't find something that I liked enough to perform both actions. What I settled for, then, was a pair for my print and graphic work and a second set that will be used online.

The print and graphic work is my primary font set, as this is the majority of my project outcome.

Lolaness by Phebe Durand Typeface Guidelines:

Placed in my familiar and much loved graphical briefing format, I am still using my old fonts for the details as I have not had the time - yet - to update any of this.

Before moving on to my next step, I will be creating a new version of all elements created in this course thus far; a new Creative Brief, Mood Board, and logo specimen. That's on tomorrow's plate, and a good way to end a work week I think.


Fridays. That's all I can say. I had a goal to finish my new Brief, Board, etc.... and have accomplished one of those (though I'd never trade my own polishing for helping my co-conspirators in design, as I like to think of the people I work on projects for).

So. What I've accomplished for myself today is this: My revised Creative Brief design. This is the layout, which I've made 1 page!

I realized that I was being silly, creating something in a word document when my element is Adobe. So back to the Adobe canvas I went and created a layout that I will be bringing into Acrobat and adding text boxes to. This will streamline things for myself and my co-conspirators, allowing me to enter and/or update information, save a copy for myself, and print or email to my client.

My Official Creative Brief Layout:

Will be working through the weekend on this so that I'm not taking time away from the people I'm always delighted to work with. Tomorrow I hope to have the text elements of the Brief here, along with my new Mood Board. Then I am on to the next lesson!

Oh how I love the way things are coming together! As anyone who has been following my project can see, I had a play around with the new logo and typography to create actual day count placeholders instead of the bold text I was using. It showed me that there really is some versatility in my design choices that make me even more convinced I've gone the right path and am ready to continue on.

Now I can roll out my basic pieces in their new glory!

The Creative Brief v2:

As shown in Day Five, I created my brief layout in Adobe and added forms to it so that the process is more streamlined and eco-friendly. Most communications are done via email, so this eliminates paper waste whenever possible.

Below are the contents of my revised Creative Brief. I've also uploaded the PDF to Scribd - if you want to see how it works fully, though, you will need to download it as the forms will not scroll on Scribd (everything shows as images until a document is downloaded in its chosen format). The document is located here.

Also note that I've rearranged what order some of the Brief elements come into play. I have also not included all of the sidebar contents in the brief below, though they are prominently displayed in the PDF, because I'm trying to stick with what is most important to my redesign.

Creative Brief

Project Name:

Lolaness by Phebe Durand Redefine

Project Deliverables:

1. New Logo Design in .eps Format
2. New Creative Brief Layout and Information
3. New Typography Guidelines
4. Refined Color Palette
5. New Brand Identity Presentation


Lolaness by Phebe Durand is a network of outlets that educate and sell information and products to indie and small businesses, centered around a "hub" website, Phebe Durand strives to blend professional with friendly, working hard to make a customer feel like an individual instead of just a project that has to be completed.


The business has outgrown its original look and mission. The objective is to revamp the look and feel to attract more small businesses that are interested in full projects instead of print runs and 3rd party jobs. A full spectrum of education and experience in writing, design, and love of helping others learn to improve their own practices is dying to be expressed.

Distinguishing Characteristics:

- Dedicated to Indie and Small Businesses; educated and experienced in working specifically with these businesses which are unlike large corporations who have vastly different needs.

- Treats customers as individuals, engaging them on a personal-professional level to really offer the project needs that will fulfill the customer's goals.

- Ready-to-purchase products are designed to help indie and small business create more product, and education is offered to help them create a stronger income. There is nothing on offer that can't be customized, altered, etc. to an individual's needs or desires.

- Focuses on minimalistic aesthetics. Within graphic, print, and 'brick & mortar' applications, the idea is to focus on the most simple, minimal considerations in order to really highlight the products, services, and major attractions that are on offer.

Creative Considerations:

- All areas where Lolaness by Phebe Durand has a presence must incorporate a dragonfly or butterfly in outline style work ... the choice is dependant on what type of service is on offer: education, or products/services.

- Has a color palette focused around the color violet that should be continued, most importantly because of its color psychology value. "The color purple relates to the imagination. It stimulates the imagination and inspires high ideals. It is an introspective color, allowing us to get in touch with our deeper thoughts."


"The secret to an enduring business is by creating an experience, not just a brand."


- Openly Communicative
- Friendly
- Fresh
- Modern Minimalism

Target Audience:

Indie and small businesses owned by men and women. Women are the main target, but men are not overlooked. Ages range from 27-40, adults that are beginning or re-designing a business, or launching a new product within their business.

Competition Considerations:

Other online design agencies and those located in the 4-corners area are competition; the main consideration being that the specific services offered are not at all the same.

The Mood Board v3:

So with this I feel ready to move on to the next lesson. Feeling very confident about my individual pieces!

As I worked through Graphic Language I found that my obsessiveness with getting elements the way I want them as I work through each piece has helped me a lot. While I create Mood Boards and Creative Briefs - and have done so for years - this is one step I've never really taken aside and covered on its own.

What I found was that the elements I've chosen are flowing together very nicely, I'm happy with what I've created thus far in the course, and by putting it through a Graphic Language step I've covered a few things that I would have otherwise had to go back to my Mood Board to create. Nice.

So while my obsessive nature has saved me a ton of time with this step, this step will also save me a ton of time in the future.

Definitely loving it.


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