I absolutely LOVE working with passionate business owners / entrepreneurs and Devon Dennis is no exception. She is a shining example of someone who truly cares for others and uses her work to help provoke growth and change. Devon is a transformational life coach offering hypnotherapy and spiritual methods to help her clients through major life transitions. When we first talked about what she was looking for in her new brand, Devon wanted something that would feel "exactly like her". Something that provided the warmth and inviting light that is inherent to her personality. While she didn't want it to feel too "woo-woo", she did want to make sure it had a spark and hint of magic to it. Devon's enthusiasm for what she does is contagious, and am so glad I was able to be a part of bringing the brand to life.
Devon's coaching practice focuses on working with females, aged 18 - 35, to help them take on adversity and change with open arms. Working with a palette of jewel tones, we wanted the brand to feel authentic and connected, while also having a hint of real magic. Adding in a bit of gold texture for warmth and glow, the palette and mood board provided us with the first visual as a foundation for the rest of the brand. My goal with this mood board was to relay a sense of curiosity and inspiration, while really pulling in the target audience with colors and visuals that help connect Devon's deeper meaning and concepts to design.
LOGO DESIGN + BRANDING BOARD
With the logo design for Devon Dennis, she wanted to make sure she had a symbol for use throughout the brand. So we created a primary logo that consists of a hand-drawn script font and a matching handwritten sans serif font. For the sub mark logo design, we wanted something that would symbolize a main concept behind Devon's brand- transformation and metamorphosis. Devon loved the idea of a butterfly, but wanted to ensure it didn't come across as juvenile. So we utilized geometric line work to create a butterfly that is unique and worked beautifully with the rest of the visuals. For the custom textures portion of the brand package, I created a series of watercolor painted textures that we used throughout. I love the little personal touches that we infused throughout the brand to make it feel truly special and magical.
SQUARESPACE WEBSITE DESIGN
Devon's website was created on the Squarespace platform, although at first glance it may not look like it! The site utilizes tons of custom CSS to help create a design that is perfectly tailored to Devon's aesthetic. On the home page, I created a video of the watercolor texture drying to help give dimension and visual interest to the home page. We illustrated Devon's idea of "coloring outside of your own lines" by bringing in the gold element border and creating delicate squiggles around it. I love the way the watercolor texture reinforces this main idea of Devon's brand! Make sure to check out the live site at DevonDennis.com!
DEVON'S FEEDBACK ON THE PROJECT
"If you're looking for a designer who is TRULY going to go above and beyond for your brand, then you've come to the right place! My project has exceeded my expectations in every way. Ali took the time to really get to know me and my business, and gained a deep understanding of my mission and values.
She had this incredible power to translate the words I shared with her into unique, eye-catching visuals that clearly communicate the heart and soul of my story. I was blown away by Ali's masterful creativity, careful attention to detail, accessibility, and professionalism. I cannot say enough good things about my experience! If you choose Dapper Fox Design, you won't be disappointed. I look forward to hiring Ali again in the future as the design needs for my business continue to expand."
- Devon Dennis, Minneapolis MN