Client
Tecla Michaels
Year
2023
Project Goals
- To craft an exceptional brand identity for a feminine fashion business
Deliverables
- Brand Strategy
- Visual Identity System
- Brand Asset Design
- Application Guidelines
- Brand Guidelines
Overview
TMs Collection is a boutique clothing store founded by designer Tecla Michaels. Inspired by the challenges of finding flattering and quality garments, Tecla created a line tailored specifically for every woman’s unique style and taste.
Brand Strategy
Defined brand personality traits: warm, welcoming, thoughtful, casual, charming, supportive, caring
01
Crafted mission statement: "Providing thoughtfully designed clothing crafted for comfort, confidence and self-expression
02
Established brand tone and messaging pillars focused on quality, ease/comfort, and embracing individuality
03
Articulated service offerings: casualwear, business attire, formalwear, loungewear, accessories
04
Visual Identity
Visual Identity
Logo
Logo design with primary earthy brown version and adaptable variants for backgrounds
Typography
Custom typography system utilizing Arthead script for headers and Plus Jakarta Sans for body copy
Color palette
Impactful color palette blending earthy brown, vibrant peach, soft neutrals.
Earthy brown
#4C4239
Vibrant Peach
#F9D4B0
Light Stone
#ECE3D6
#F0EBE3
Pale Sand
Mushroom
#ACA68C
Photography
Lifestyle photography art direction with natural light, genuine expressions, diverse representation
Iconography
Minimalist outlined iconography style with 3pt strokes for clean, flexible application
Asset design
Business card design applying brand colors, typefaces, logo treatment Packaging design concept incorporating brand patterns and visuals T-shirt design mockups showcasing logo/brand element placement Additional mockup visuals for bringing the brand identity to life
Application Guidelines
Logo usage guidelines across web, social, print, merch specifying colors, sizing, spacing, etc. Social media branding including profile photo, handle, bio, highlights, and links Specifications for applying the identity across various digital and print formats
Final Deliverable
Comprehensive 30+ page brand guidelines document compiling all strategy, visuals, and usage rules
Through extensive brand exploration and design exploration, this project delivered a versatile, impactful brand identity system that empowers TMs Collection to create ownable brand experiences across all customer touchpoints.