Category Archives: Brand Design

Wit, Warmth & Delight

·0 comments·Brand Design, Graphic Design, Inspiring Packaging

A bit about “Wit” in design.

Wit allows you to infuse a deeper level of brand personality into your packaging, collateral, or any touchpoint. It can give your customers a subtle *pang* of delight.

Finding small surprises can make your customers chuckle. And perhaps they’ll like you a little MORE. Wouldn’t that be awesome?

For the first time in a long while, I ironed a shirt! There, underneath the neck label,
I re-discovered a little bit of wit. It delights me every time. Thanks Old Navy!

design and wit example from old navy

When designing the packaging system for the John & Kira’s Ladybug & Bee collection, we included trivial factoids under the chocolates of the double platform boxes. This deeper level of conversation engages the user as they eat the chocolates. It makes their experience a little bit richer, and they might learn a fun fact or two!

design and wit example from john and kiras

A good friend of mine shared her love for Honey Mama’s with our monthly Zoom call last week. She recently discovered them and professed her love for their chocolate bars, as well as the branding & packaging. The package talks to you as you unwrap it.

design and wit example from honey mamas

design and wit example from honey mamasdesign and wit example from honey mamasIt’s thoughtful, it’s witty, and it made me like Honey Mama’s before I even tasted the product. (Which is very good, BTW!)

If you need help with ways to infuse wit into your branding & packaging or anything else, shoot me a note and we can set up a call/strategy session.

Notes from Design Greats

·0 comments·Brand Design, Graphic Design


l learned of design great, Paul Rand in 1998 when I enrolled in design school at The Portfolio Center (now Miami Ad School, Atlanta). Rand died in 1996 — leaving behind a legacy of incredible projects and ideals. He is a hero in the field of graphic design, and I am a huge fan of his work. Some excerpts from Paul-Rand.com:

He (Paul) almost singlehandedly convinced business that design was an effective tool. [. . .] Anyone designing in the 1950s and 1960s owed much to Rand, who largely made it possible for us to work. He more than anyone else made the profession reputable. We went from being commercial artists to being graphic designers largely on his merits.
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If ever there was a pleased client, it was indeed Steve Jobs: just prior to Rand’s death in 1996, his former client labeled him, simply, “the greatest living graphic designer.”
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His American Broadcasting Company trademark, created in 1962, epitomizes that ideal of minimalism while proving Rand’s point that a logo “cannot survive unless it is designed with the utmost simplicity and restraint.”

With my 18 years of working experience, I have learned, and firmly believe that a strong design foundation is essential for all avenues of marketing.

Paul Rand’s statement says it all. ♥

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Love ALL Project – Let Love Rule!

·0 comments·Art Direction, Brand Design, Creative Business, Design for Good, Graphic Design

I joined the “Love ALL Project” in early February, when the project began.
The Love ALL Project was founded as a response to a hateful act.

From Love ALL Project founder, Sharon Baanante:

“On February 6, 2017, white supremacist fliers were circulated throughout Norwalk, CT and a few surrounding towns in Connecticut. Covered in plastic sheets and filled with small pebbles to weigh them down, these were left in driveways and mailboxes. The fliers stated ‘We must secure the existence of our race and future for white children. Make America White Again’.”

“Just two days after reading about the hate fliers, I started a community movement in Norwalk called ‘Love ALL Project.’ Love ALL Project is a non-partisan volunteer organization whose mission is to support diversity and unite our community by fostering understanding and relationships between different cultures through inspiring sustainable collaborations.”

“Love ALL Project will provide ways for our community to link arms and work together to better support and understand one another. With the right resources and support, we can spread the love by sharing our community model with other towns and cities.”

I was immediately drawn to this project, and RSVP’d for the first meeting. I had been craving the goodness of something like this. I really didn’t know what I would do, but I was super eager to help. At the first meeting, Sharon outlined the needs and goals for Love ALL Project. One of the immediate needs was… a logo(!). Well, that was something I COULD do! So I jumped right in began my design process.

Regarding the name, I thought the word “Project” was equally as important as “Love ALL”.  “Project” means “Progress” — Every small action can make a difference. Through my sketching & incubating, the idea of origami came into play. With just a square piece of paper — anyone, anywhere could make a paper heart to show their support. I envisioned people of all ages, congregating around tables, making hearts in support of the movement.

The logo shape mimicks a completed orgami heart. The squared edges also give it a badge-like appearance. When the heart is used in a repeat pattern — it represents strength in numbers.

The typography is confident and clean, and works with the shape of the heart. The color palette is made up red (awareness) and warm browns/beiges which represent the beautiful skin tones that make up our community. The stripes combined with heart shape provide versatility for many brand applications.


Its been only a couple of months since the project started and the Love ALL Project is growing… Meetings have been held to brainstorm on event topics — Car magnets were produced and distributed.  In April, we hosted a booth at the “Growing Unity” event in Pikney Park. Local Mosques and churches are getting involved. Money is being raised to help fund this project. We are getting ready to distribute “business kits” to local Norwalk business to help promote/support this movement. We are going to develop a program for schools. We co-hosted a family event at the Norwalk Public Library on June 20th. Progress is happening.

My best work is done for companies and causes that inspire me. Love ALL Project has inspired me from day one. It’s been fun, enlightening and I’ve made some new friends along the way.

Let love rule!
#LoveALLProject  #unitedagainsthate  #designforgood

Select photos courtesy of Lauren Henry Photography (Thank you!)

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