Branding

Demystifying (logo) file types

So you had your logo designed and you are ready to share your new brand with the world … and then you send your business cards off to the printer, fantasizing about what it feels like to hand out these new, professional, branded cards… You finally receive the box in the mail only to feel disappointed when you open them and see a fuzzy-looking, crappy business card—to put it nicely—and you are left feeling defeated, confused, underwhelmed. Hopefully the printer warned you of this prior to making the print run (as any good printer would). But if not, I wrote this for you.

I receive inquiries about recreating logo files often. And usually, it’s because a client doesn’t have all of the logo file types they need. So, I created this to help you get the files you need right from the start. (If you’re working with another designer, I suggest running the below list of file types by your designer to ensure you have each of them in the correct format as a final deliverable.)

Let’s start with the type of file the logo should originate from: AI or EPS

An AI file is short for Adobe Illustrator. If you’re paying someone to help you create a logo it should be created using a vector-based application, like Adobe Illustrator. A vector file is a file created using points and paths to render a shape in a mathematically and infinitely scalable format (imagine your logo on the moon!). This means that you can print them on a large sign, add them to a billboard, have them turned into embroidery, an animation, a special stamp, or perhaps a wax seal—the sky is the limit with vector files. You’ll want your designer to save the AI file as an EPS—that’s the file you’ll need for future printing projects. An EPS file stands for Encapsulated PostScript. It’s basically a fancy way of saying a vector file—or a mathematical formula that establishes points on a grid. Have I lost you yet?

Ask for a vector-based PDF file

While your designer is at it (still in Illustrator) ask for a PDF file. EPS files are needed for your brand library and future use, but chances are you won’t be able to open them from your computer (unless you have Adobe design programs). PDFs can also be vector-based files when saved from Illustrator or other vector-based software. Have your designer save the vector art as a PDF so you can view it from your computer. What is a PDF anyway? It stands for a Portable Document Format and was originally created by Adobe to enable users to open up different files across operating systems, programs, and now devices.

One more Illustrator-based file you’ll need: SVG

Next up on your list of Illustrator files is an SVG file. This happens to be my personal favorite file type because it has so much information packed into a small file size. This file type enables logos to come across crisp and clean across devices on the web. SVG stands for Scalable Vector Graphics—and is an XML-based vector graphic that can scale and be manipulated using code. Creating this file is as easy as hitting File > Save As > Format > SVG and, voila!, you will have the perfect file type for your web designer to render your logo online.

The final two file types to request: PNG & JPEG

These two files are good to have for your use on social media and other platforms that aren’t currently supporting SVG files. Both are rasterized files—meaning that they are converted into pixels. Pixel-based files cannot be scaled up/enlarged. It’s important to request a specific dimension for these files. For instance, if you are using a 50 x 50 pixel (px) JPEG file but the requirements are 250 x 250 px the image will be scaled x5 and will look pretty awful in return—in other words, pixelated. I like to send logo files that are 1000 px or more for the client’s library. That way they can reduce the size if needed but they are working with a larger file type to begin. Why do you need a PNG and a JPEG(JPG)? PNGs have the ability to save a transparent background. JPGs are similar to PDFs, in that anyone can open them. I use them as a last resort. Whatever you do—do not save over the files sent to you—get into the practice of “saving as” so you don’t lose that original quality.

Let’s recap …

If you are printing or rendering your logo in a tactile medium, it’s best to use an EPS file (it’s good practice to include the vectorized PDF file for viewing purposes). If you are sending your logo around to your social circles to celebrate the beautiful design, send along a PDF. If you are passing your logo off to your web designer, send them an SVG file. They may request a PNG or JPEG but ask them why they can’t use an SVG… after all you just spent time and money on your new logo design. Showcase it in the best possible light. Finally, when you add your brand to all of your social media and email marketing platforms, upload a PNG. On the odd occasion, you might need a JPG file, but this can usually be a last resort if you have all of the other file types listed above. (I anticipate that SVGs will be supported by most social platforms very soon, so once that happens, I would use SVGs instead.)

And here’s a quick cheat sheet for you:

AI/EPS: A Vector-based file that is scalable and can be used in a variety of formats (and sizes!) while still looking crisp and clean. It’s the most important logo file type to have!
Vector-based PDF: A vector file you can open on your computer if you don’t have Adobe Creative Suite programs
SVG: The best file type to use on the web
PNG & JPG: Rasterized files used in specific sizes for social and other small-scale places

I hope this helps. Here’s to beautiful logos, and having the right file types to showcase them!

Custom and Sustainable Packaging

Have you seen the viral April Fool’s Amazon prank? While hilarious, it’s also quite alarming. I’ll be honest, one of my first reactions was “wow … that’s a lot of wasted cardboard.” So it got me thinking—what are the environmental implications of our packaging and shipping? With a little research, you can see that every choice—from 2-day shipping to the physical space a container takes up—has an impact on our environment.

As the new year (and decade) approaches, I’m thinking about the ways in which my business can make a difference going forward. Choosing sustainable materials is at the top of my list. As a business owner, that means opting for soy-based inks versus petroleum, using 100% recycled paper, responsibly recycling electronics, choosing sustainable packaging, and being mindful of our overall purchases.

This year, I’ve collaborated on branded products and packaging. In doing this, I’ve learned that shipping containers and packaging produce a large amount of waste each year—especially over the holidays. One way to ensure you are reducing waste is by using a sustainably-minded company that produces ethical, environmentally-conscious materials to create your custom packaging.

One company that stands out to me—both in quality and consciousness—is Noissue. Maybe you’re already familiar with them and you’re nodding your head in agreement with me. Or maybe you’ve never heard of them, and (spoiler alert) I’m about to let you in on a little secret … they are amazing!

Noissue provides customizable and sustainable packaging options—allowing your brand to shine through while being mindful of the environment. They use soy-based inks, acid-free paper, and are FSC certified. They also created a program—Eco Packaging Alliance—which contributes to global reforestation by planting trees worldwide. Finally, they produce 100% compostable mailers! This means you can stick with your “no plastic” commitment while reducing the space that your shipping containers take up.

Like myself, you may be wondering if that means you need a compost in your yard. Then I remembered my grandmother storing food waste in the freezer, inside of an old milk carton. Once the milk carton was full she would dump it outside in her garden, cover it with soil, and then repeat the process all over again. There are a number of ways you can get rid of your compostable waste. For a few of my favorite resources see below.

Getting Started with Composting:

1. Simple Composting Methods: This article shares ways in which you can get started in your garden—much like my grandmother did. It also goes over the other ways that you can set up an actual compost—both indoor and outdoor.
2. What to do with you compost materials if you don’t garden: This article shares amazing ideas on what to do with your compost materials if you don’t have a space for them in your own back yard. Not listed in this article but also a great idea—check with your local township to see if they have a compost site.
3. Starting a compost at home: This article goes over the ways in which you can get started both small and large—indoor or outdoor. There are options for everyone.

I’m passionate about sustainability and my own environmental impact. Naturally, I was really excited to discover Noissue and to learn more about composting. I hope you can take this information and use it to make small changes that could have a huge impact in 2020—and beyond.

If you are interested in creating sustainable packaging for your business, then let’s chat! I’d love to brainstorm ideas with you.

Emerging Media: Interactive Spaces, Essential Oil Product Display

Project Summary

The goal of this project was to create an interactive space featuring some of the benefits and ideas for how to use five different essential oils—lavender, grapefruit, rosemary, peppermint, and eucalyptus. There is little room on the packaging itself, and the font sizes are very small, so this was an effort to create a useful resource for consumers considering purchasing essential oils. I created watercolor illustrations for each oil on the display. I then used the watercolors as inspiration for the label design and the interactive space. The image was projected onto the frame once a user picked up an essential oil, showcasing the benefits and ideas for how to use that particular oil. The photocells read a higher light value once the essential oils were picked up, which triggered the projection to change. This was done using an Arduino and Processing. The code is below.

Background/Initial Idea

I originally wanted to use a Muse headset and diffuse essential oils depending on the readings from the headset. With some research, I quickly figured out this may have major kinks. The other issue was that I wanted to create something useful and visually pleasing. I went with the interactive product display instead.

original sketch for interactive display — Initial sketch for the display

One by one tested the photocells with the Arduino

Breadboard — One by one tested the photocells with the Arduino

Projector — Tested the designs on the projector

Essential oils in display — Essential oils resting in the interactive display

Essential Oils Interactive Space — Essential Oils on interactive display, turned on

Display frame interactive with projector — Essential Oils on interactive display, turned on

Eucalyptus Essential Oil moved from photocell

Lavender Essential Oil display — Lavender Essential Oil moved from photocell

Peppermint Essential Oil display — Peppermint Essential Oil moved from photocell

Grapefruit Essential Oil display — Grapefruit Essential Oil moved from photocell

Rosemary Essential Oil display — Rosemary Essential Oil moved from photocell

Tools used to complete this project

1. Arduino
2. Photocells
3. Projector
4. Laptop
5. Processing
6. Illustrator
7. Photoshop
8. InDesign

Code

Arduino:

int cell0, cell1, cell2, cell3, cell4;

void setup() {
// We’ll send debugging information via the Serial monitor
Serial.begin(9600);
}

void loop() {
// read all the values, save the result in their own variables
cell0 = analogRead(0);
cell1 = analogRead(1);
cell2 = analogRead(2);
cell3 = analogRead(3);
cell4 = analogRead(4);

// print the line over serial so processing can read it
Serial.print(cell0);
Serial.print(“,”);
Serial.print(cell1);
Serial.print(“,”);
Serial.print(cell2);
Serial.print(“,”);
Serial.print(cell3);
Serial.print(“,”);
Serial.println(cell4); // this one has to be a println so the line ends

delay(100);
}

Processing:

import processing.serial.*;

int lf = 10; // Linefeed in ASCII
String myString = null;
Serial myPort; // The serial port
int big;
float r;
PImage img;
PImage grapefruit;
PImage rosemary;
PImage mint;
PImage lavender;
PImage eucalyptus;

void setup() {

fullScreen();
// List all the available serial ports
printArray(Serial.list());
// Open the port you are using at the rate you want:
myPort = new Serial(this, Serial.list()[1], 9600);
myPort.clear();
// Throw out the first reading, in case we started reading
// in the middle of a string from the sender.
myString = myPort.readStringUntil(lf);
myString = null;
big=0;
r=0;
img = loadImage(“img.jpg”);
grapefruit = loadImage(“grapefruit.jpg”);
rosemary = loadImage(“rosemary.jpg”);
mint = loadImage(“mint.jpg”);
lavender = loadImage(“lavender.jpg”);
eucalyptus = loadImage(“eucalyptus.jpg”);
}

void draw() {
while (myPort.available () > 0) {
myString = myPort.readStringUntil(lf);
if (myString != null) {
println(myString);
String s = trim(myString);
if (s != ” “) {
try {
String[] values=s.split(“,”);

int zero = Integer.parseInt(values[0]);
println(“zero : ” + zero);

int one = Integer.parseInt(values[1]);
println(“one : ” + one);

int two = Integer.parseInt(values[2]);
println(“two : ” + two);

int three = Integer.parseInt(values[3]);
println(“three : ” + three);

int four = Integer.parseInt(values[4]);
println(“four : ” + four);

image(img, 0, 0);

if (zero>100) {
image(grapefruit, 0, 0);
}
if (one>100) {
image(rosemary, 0, 0);
}
if (two>100) {
image(mint, 0, 0);
}
if (three>100) {
image(eucalyptus, 0, 0);
}
if (four>100) {
image(lavender, 0, 0);
}
}
catch (Exception e) {
}
}
}
}

}

Five questions to ask your graphic designer before hiring them

When I was in my early twenties I started embracing my femininity. I started to get my hair professionally cut and styled. I relied heavily on the expertise of the salon owner, she was hip and fun. I gave her full rein on creativity. It started off well, then as time went on I noticed that not only was the salon owner passing off drinks to her customers, she was also consuming a little herself on the side. When I left the salon my hair looked different each time. She was always adding some new technique or using a new tool. It wasn’t until my then 8 year-old nephew said, “Aunt Cindy, why do you have a mullet?” that I decided it was time to go elsewhere. That’s when I started taking a little more interest in the final result. I did have a style I just hadn’t defined it. I can tell you right now it didn’t consist of rocking a mullet! I like a little layering but this was extreme.

I swear it wasn’t this bad!

When you’re working with a designer it’s important to also get clear about your goals for the end result. If that’s not a process you’re familiar with you’ll want to find a designer that can help you arrive there. If you’re paying a minimal fee and the designer hasn’t put systems and processes in place to ensure you’re happy with the final result, you’ll end up having to pay someone else in the near future. Maybe you already know exactly what you’re looking for and therefore prefer to pay someone only to execute your ideas. There are so many different scenarios to consider about your own personal preferences before you even begin your “Graphic Designers Near Me” search. Let’s get started by looking at my top 5 questions to consider before hiring a designer:

1. How do you ensure that my brand comes through in the final result?

If you tell a designer that you aren’t sure what you’re looking for and that you’re open to whatever they come up with then be prepared to see anything—including the latest trends. That could look like a mullet, bushy eyebrows, or fanny packs. Do any of those resonate with your brand? Some of you are resonating with bushy eyebrows. I personally love a good fanny pack! In all seriousness though, you do have preferences and that should come through in your brand materials. An experienced or well-versed designer will have a system or process set in place to ensure that your preferences and brand shine through in the final result. Ask them what this looks like. If they don’t have an answer for you, that’s a red flag. Save yourself time and money by continuing your search.

2. What is it like to work with you from start to finish? What does your process look like?

Now that they’ve shared a little of their process with you ask them to expand on this. Simply ask them to talk a little about their process and see what they offer you. While they are talking, listen for clear direction and guidance on what type of schedule they will put in place, how much involvement from you will there be, and what systems they have in place to ensure you both stay on target. Does their process include enough time for you to adequately make changes? Are the changes included in the cost? Will they give you a notification when your feedback is due? These are all important aspects of the process that you will want to know they have defined.

3. How do you prefer we communicate throughout the process?

This one can be tough. Some designers will work directly with you start to finish. Others prefer to start a project by working directly with you and then direct you to a Project Manager once the job is in motion. This can feel uncomfortable for the customer, leaving you feeling unimportant even if that truly isn’t the case. The idea is to find out how the communication will work throughout the life of the project so that both parties are clear. This process is 100% acceptable if it’s conveyed up front. Inevitably, communication issues do happen. They are less likely to happen when both parties are clear on their expectations upfront.

4. Do you prefer to have full rein on the creativity or is it a collaborative process?

Generally, the customer-designer relationship can be broken into three groups: Some designers look to the customer to provide direction, others feel it should be collaborative, and the third party would like to have full rein on the creative process. If you are coming to the table with a lot of creative ideas, some resources for inspiration, and your favorite fonts or a style guide you are probably in the first group. If you have an idea of what you’d like but would appreciate insight, direction, and the professional opinion from your designer then you are in the second group—the collaborative party. Finally, if you aren’t sure exactly what you need and you are truly looking for a designer to come to the table with ideas, direction, and strong visuals then you are in the third party. There isn’t a right or wrong way to go about this. It’s important to acknowledge that you have a preference and find a designer whose workflow aligns with your own.

5. What is exactly included in my final deliverables?

Look for clarity in your deliverables. If you haven’t made your way through all of the project details you can simply ask, “How will I know what exactly is included in my deliverables?” The designer should have a process for outlining this in the original agreement. By listing out the deliverables it should be extremely clear what is and what is not included. If you don’t see something on the list you should assume that it is not included. You’re looking for someone that has strong communication skills and is willing to be transparent throughout the project, from start to finish. Transparency is key when working with any contractor. If they aren’t able to inform you in a clear and concise way then you should continue your search. If you’re interested in learning more or would like to chat about your design needs schedule a Brainstorm Session below:

Designing Your Career for Happiness

It was the summer of 2013 … I was approaching 30 years old and I started getting restless. My career was taking off. I was the Director of Web Design and e-Business Development at a high-end printing company. We worked with museums, galleries, and many well-known artists to develop their websites and printed promotional materials. We were in the process of rebranding our Studio’s website when things started taking a turn for me. I began taking notice to what made me most happy. I especially enjoyed doodling during customer service calls. Or when my co-worker, Brendan, would give life to a dying bug by sketching a speech bubble which read, “Where have you been all of my life? It’s almost over …” or “I’m dying to see you!” He would leave them on our officemate’s desk as a warm welcome. The hilarity was perfection. This makes it sounds like I was a slacker, but that wasn’t the case at all. I just knew I could be enjoying my work life a little more. So I started to discuss this idea with Brendan, “You know those people—the people who are always happy? I want to be more like that.” I knew that what had originally attracted me to a creative career was somehow lost over time. I wish I could tell you that I opened an Oreo and voila, my career changed in an instant but that’s not how it worked. Instead I’m going to give you some practical advice and references you can use to design your creative career for happiness.

Step 1. Make a decision to change.

Don’t just accept things as they are. Instead be bold enough to make changes. I have a friend who is an exceptional artist, illustrator, and designer—her talent and abilities far outweigh my own. She’s always commenting on how lucky I am to get the jobs I get. Luck has zero to do with it. Accepting things as they are keeps you small. It’s so easy to get comfortable and let fear get the best of you. If your initial reason to be in the creative field has become lost, it is time to make a change. For each person this will look different. I suggest digging through your local bookstore for some inspiration. What finally kicked me in the rear was Jen Sincero’s book You Are a Badass®: How to Stop Doubting Your Greatness and Start Living an Awesome Life. The yellow book cover and the word “Badass” immediately made me happy so I went with it. Jen’s whimsical sense of humor and storytelling sucked me right in and I began taking action.

“When you up-level your idea of what’s possible, and decide to really go for it, you open yourself up to the means to accomplish it as well.”

— Jen Sincero¹

Jen made it clear that I needed to make a bunch of uncomfortable life choices and stick with them. So I did.

Step 2. Identify what makes your heart sing.

In a world where we can be “all the things” it’s hard to narrow your focus and your expertise. I knew that I wanted to spend more time illustrating but that’s all I could really muster up. How in the world was I going to transition from a Director of Web Design to creating brilliant illustrations? What do I even want to illustrate? These were—and sometimes still are—the questions roaming in my brain. One way to identify what makes your heart sing is to think back on a time when you created something that made you happy. You love this “passion project” for its final form, and you enjoyed the entire process of creating it. Remember it by writing it down.² It could be as simple as a napkin doodle or more complex like the invention of a portable computer accessory. You may not be able to recall these moments right away. In fact, I recommend asking yourself this question and then sleeping on it—maybe even for a few weeks. As you recall events jot them down so you don’t forget. Spending time focusing on and remembering what makes you happy will not only help you figure out what you should be doing but it will attract more of what you love in your creative career. For me it ended up being a blend of food and illustration. I landed a part time job where I created watercolor illustrations of food which allowed me to grow my business on the side.

Step 3. Write out your creative goals.

When you have a project to complete it’s easy to create a task list. You envision the final product and then work backwards—creating a schedule based on everything that is needed to get you to the final. When you’re redesigning your creative career to cultivate more happiness in your life don’t worry about having an elaborate Gantt chart. Take time to figure out what it looks like. Create a schedule or a list of goals if you need it, but I like to think this process is a bit more magical than a to-do list. Why not use your intuition to start the process? Ask yourself what you truly want out of your creative career and see what comes up over the next few months.

While I was at a conference in San Fransisco I visited Muir Woods National Park. It is such an incredibly beautiful place. After being awed by the enormous trees and how the light moved through the forest, I visited the gift shop to see what the local artists had to offer. I came across this beautiful little container. The top piece had been carved from the wood of the forest and inside was a little piece of paper that read, “The Legend of the Dreambox (often attributed to Lemuria) suggests writing down your fondest dream, greatest desire, strongest wish on a small piece of paper and putting that paper in a Dreambox and placing it beside your bed. Every evening as you retire and every morning as you rise hold your Dreambox and think of your dream believing with all your heart that it is so. Legend has it if done faithfully … your dream will come true.” Since then I’ve filled out two sheets of paper front and back full of my greatest desires. The first page has 15 different work and life desires that I wrote in 2013. All but 2 of them have been achieved. Ranging from paying off my debt and running my own creative business from home, to meeting/marrying the man of my dreams. I’m not sure it’s the “Dreambox” per-say or the mere fact that I simply wrote them down and had faith they would happen.

Step 4. Work on your passion projects.

What would happen if you spent time designing or illustrating for your own happiness—creating passion projects? Creatives are highly passionate individuals. Otherwise why would we subject ourselves to a career whose financial stability coined the phrase “starving artist”? We live and breathe to create. It wakes us up in the middle of the night. As designers we start our career inspired by our inner creativity. When we fill every last ounce of our working hours on client work we sometimes lose our initial inspiration. It’s worth carving out the time to create for yourself whether you are planning to make money or to simply gratify yourself. Jessica Hische launched her lettering career by working on her “Daily Drop Caps”—a true labor of love. She’s created a successful career by making the time to explore her own interests.

“The work you do while you’re procrastinating is probably the work you should be doing the rest of your life.”

—Jessica Hische³

My own personal projects receive twice the amount of attention as my client-related posts. I don’t know if the audience can sense my excitement or if they genuinely like what they see. Either way it’s clear to me that when I show passion for what I’m working on my customers are excited too. Nine times out of ten I generate more business from those posts. Slowly but surely I’m seeing my project list grow into work that I’m excited about. After 2 years at my part time job I was able to launch my creative business working from home doing what I love. It wasn’t until I took inspired action toward understanding my creative preferences that my career started to shift. While I can’t accredit one specific passion project I have a big list of tiny projects that made a notable difference.

Step 5. Move forward with perspiration and positivity.

Almost every time I create a time consuming piece of art I get to the midway point and think what’s the point? I enjoy the creation process it’s just that I can’t quite see how the piece is going to turn out and I’m not sure if it’s what I initially envisioned. Self doubt and fear start to cloud my judgement. I have to intentionally cheer myself forward. Something tells me I’m not alone here. The good news is that studies show creative people tend to have the ability to delay gratification.⁴ Thomas Edison conducted 2,004 experiments, using different materials before he invented a working lightbulb. Which explains his quote, “Genius is one percent inspiration, ninety-nine percent perspiration.”

So then how do we move forward and perspire? Through positivity. It’s so easy to give up and get distracted. It’s crucial to stay connected to your initial inspiration. When you begin a project envision how it will make you feel to complete it. Write it down so you can recite it when you lose sight of your original goal. Maintaining a positive attitude takes intentional practice. When you hear the tired, old sayings of negativity playing out in your mind use them as a trigger to remember the positive. Overtime it will become much easier. Not only will the attitude shift help you complete more work but you will expand your reach. In Stephen Covey’s book Seven Habits of Highly Effective People the first habit is being proactive. He shares specifically how proactive people have a positive energy and how that benefits their reach—in other words their audience. “Proactive people focus their efforts in the Circle of Influence. They work on things they can do something about. The nature of their energy is positive, enlarging and magnifying, causing their Circle of Influence to increase.”⁵ When in doubt focus on what you can do right now in this moment and keep moving forward.

Let’s recap.

The first step is identifying that a change is needed. Don’t get overwhelmed by the tiny details of getting from point A to point B. Designers are planners so we tend to turn everything into a project to-do list. Start out by just recognizing that a change is needed and sit with it for a bit. Take notice of the little things that make you happy in your everyday life. Your brain will start thinking creatively for you in the background. Write your perfect day-in-the-life, or list major accomplishments or desires and keep them somewhere close by to review them when you start feeling lost. Start chipping away at your career dreams by working on passion projects that make your heart sing! This will lighten your mood and help your business thrive. Customers love seeing what you are doing outside of work and might even hire you to create something similar for them. Stay aware of the negative self talk and turn those stories into positive ones. When you are lost just do what you can with what you have in any given moment.

When Brendan started cutting out speech bubbles and placing them next to the dying bugs he was certainly living in the moment. The belly laughter that followed will never be forgotten. I’m still confused as to why there were dying bugs in our office anyway? The building was clean. The office was clean. I like to think they were dropping dead in our office to illustrate the impending doom if we chose to stay there. What hints are showing up in your life that it is time to make a change? They could be as subtle as a dying bug or as big as not having your mortgage payment. Make the decision to change and trust in the process.

SOURCES:
¹ Sincero, Jen. You Are A Badass, How To Stop Doubting Your Greatness and Start Living An Awesome Life. S.l., Running Press, 2017.

² Robert S. Kaplan (Author). What You’re Really Meant to Do: A Road Map for Reaching Your Unique Potential. 21 Sept. 2017. Referencing pages 69-70

³ Hische, Jessica. “Procrastiworking Poster.” Jessica Hische, buystufffrom.jessicahische.com/product/procrastiworking-poster. Accessed 18 Sept. 2017.

⁴ Dacey, John S., et al. Understanding Creativity: The Interplay of Biological, Psychological, and Social Factors. San Francisco, Jossey-Bass, 1998.

⁵ Covey, Stephen R. The 7 Habits of Highly Effective People. Provo, UT, Franklin Covey, 1998.

Curating Your Brand

When I started telling friends and family that I was pregnant I would often hear “I can’t wait to see what you’ll do with the nursery!” We bought our house a little over a year ago. We knocked out the smallest of the four bedrooms within the first few months to put in a larger bathroom. The three remaining bedrooms are still very small. One of the rooms was set up as a walk-in closet. I knew right away—the minute we found out I was pregnant—that my walk-in closet was a thing of the past. It would now serve as a nursery. At one point I actually contemplated building a crib into the closet. We ended up taking one side of the closet shelving down and keeping the other side up so that we could still use it as storage space.

While I was excited to start designing the nursery I was challenged by having one full side of the room taken by an open shelving unit. I knew that I needed to find a way to cover it that would help create a theme or direction for the design of the room. I decided to use a pattern that I designed to produce fabric for curtains that would cover the open closet. It’s not the dreamiest way to begin a nursery design but it is practical. We don’t always have the luxury of rebuilding everything in order to continue moving our business forward. In fact hiccups or obstacles can force us to start where we are and use what we currently have to build creative solutions.

My guess is there are items in your brand wheelhouse that are already working for your business. While hiding the half closet in our nursery seemed like an awful way to start designing the room, it ended up creating a dream-like space that feels exactly the way I wanted. Is there something that is holding you up on creating promotional pieces or branding that will move your business forward? My recommendation is to start with items that are already successfully working for you and see how those elements can move you past your current obstacle. Even if it’s as simple as the colors you are already using—you should be able to identify areas of your brand that are working well to represent your business.

Ready to get started? Below are a few steps to help you start curating your brand.

Step 1. Make a list of the items that are holding you back. Identify the areas that need work so that you can move on. For instance, perhaps you really love your logo but it doesn’t fit well in the space allocated for profile pictures or logos on social media. Or maybe you really like your web content but the overall design feels messy or incomplete. Make a “Wish List” of items that you would fix if budget was not an issue. For me it was the fact that I had limited space and one entire wall surface would be covered by an open shelving unit. Whatever was going to cover it would need to not only look nice but match seamlessly with the other items in the nursery.

Step 2. Collect the items that are already working for you. These items can be used to create a style guide to pass off to a team member or a designer for direction. No matter who is working on your new brand elements you’ll want to give them some direction. The best way to do this is by passing off the items that currently represent your brand in a way that you are pleased with. Once I decided to use the willow pattern I then collected items I already have that worked well with the pattern. This included a set of antique chairs with a small round table, a white wooden giraffe I purchased in college, and a small dresser that was my mom’s when she was a child.

Step 3. Identify and list what is working. It may be the brand colors, fonts, photographs, illustrations, or marketing copy. You may like parts of your logo the best. Now is the time to identify these pieces by making a list. Review your list and see how you might apply what is working to the items that are holding you back. This eliminates questions, saves time, and ultimately ensures that your unique style and voice is represented. I decided that what I loved the most about my pattern design was the peach and green color scheme and the botanical design. That gave me a starting point. From there I created a Pinterest board that includes the images above. Many of the items I have pinned on my board ended up in my nursery.

I’m confident that if you create your wish list, collect your successful brand materials, and list out the attributes that are currently working you’ll begin to see a positive shift in your marketing efforts. If you’re looking for help with your wish list click here to schedule a brainstorm session.