Client

Michelle Way

www.michelleway.com

Year

2019

Deliverables

  • Branding
  • Website Design and Build
  • Copywriting
  • Social Media

Logo

Designing the emblem began by exploring some overarching concepts: home, direction (a play on the client’s last name), and using the MW from the client’s initials to form an interesting graphic. Below are a sample of the first draft of emblems in the blush scheme that the client was originally interested in.

Ultimately, the client wanted a simple shape. The bottom right concept evolved into a more fluid form, and from there we focused on typography and colour.

Typography

The client came to me with a specific font in mind. It was something she saw on a menu at one of¬† Toronto’s restaurants. That font was Century Gothic.

By increasing the kerning and making a few tweaks to the M and W, so they would be inverted versions of the other, the wordmark was ready to go.

For the website, Questrial, a Google Font is nearly identical.

Questrial

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Colours

The goal was to create a brand that is both professional and approachable.

When paired with the simplicity and subtleness of the emblem, blush colours didn’t achieve the right look. After considering some more traditional¬†real estate aesthetics, the blue-green combination offered the right amount of playfulness and sophisticated.

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