Evolution of a Brand: Cari Hollis

Cari has been a dear friend of mine for more than a decade and, funny enough, we were friends long before we ever met in person. We “met” on an online, wedding-planning forum. We got married within a few months of each other and formed a friendship with a large group of women. She started her photography business shortly after her wedding and she asked me to design a logo and branding for her. We finally got to meet when I hired her to shoot some family photos when my oldest was about nine months old.

The flower motif and colors were inspired by the custom camera strap she found on Etsy. We designed a bunch of logo variations, business cards, website buttons, and more. We even did gift certificates and advertising graphics for social media.

A few years later, Cari was ready to rebrand and she had NO idea what she wanted for her new logo. She had also added the role of a birth doula and birth photographer to her repertoire. We tried a lot of different concepts, color schemes, fonts, and graphics and, after a lot of back and forth, we finalized this design. This is still one of my favorite logos that I created for her.

After many years as an amazing photographer, she decided to hang up her camera and delve into a couple of different direct sales companies and social media consulting, and since they usually require you to use their pre-designed graphics, we went a different direction and branded Cari all on her own.

This way, her brand remained the same no matter what kind of business she was working on. The bokeh backgrounds paid homage to her background as a photographer.

Earlier this year we rebranded again. Cari wanted to keep the gardenia as a graphic element and we kept the typewriter font because it’s a favorite of hers. We went with the same color scheme for the most and will keep the bokeh backgrounds, but added new fonts and a watercolor motif too.

She hasn’t been able to update her website with her newer branding yet because she’s busy running Direct Creatives!

You can watch the TikTok video I made documenting how I created her new logo here.

I love how Cari maintains the same general color palette with the purple and aqua.

I’m curious where her branding will head next!

Coyote Hills Elementary Logo

A while back my friend, Brandi reached out to me about creating a new logo for the elementary school where she’s a teacher. It just so happens to be the same elementary school where both she and I were students back in the 1980s. The school district made some big changes last year, and one of them included a new name for our old school and I was asked to help them with a new logo.

It has been such fun to be part of the process to rebrand MY elementary school.

They had students submit hand-drawn concepts for the logo and the school committee (made up of teachers and the principal) chose one as a conceptual starting-off point for me. That drawing involved a howling coyote with beams of light in a circle around it. The landscape I created in the background is a portion of Coyote Hills Regional Park that the school is named after. I grew up hiking in those hills and going there on field trips!

It was a fun process taking that student’s artwork and turning it into a professional logo and I’m really happy with the final concept. I sent them multiple versions of this logo in one color, two colors, and three colors. That way they have multiple options in the event they want to print on t-shirts or make stickers.

Thanks so much for this fun opportunity!!

Maryland Oral Surgery Associates - Branding

A while back I got an email from a PR firm that had a client looking to rebrand for their 50th anniversary in business as an oral surgery practice with eight locations in Maryland. They had already been working with a graphic designer who didn’t seem to get the vibe they were going for. They were able to share audio recorded meetings that I could listen to and it was clear to me the designer didn’t understand what they wanted. I don’t mean to bash that other artist. We all have clients from time to time who we struggle to “get”. It’s not always easy for clients to clearly convey what they are looking for too. It takes a lot to admit this and to tell a client that maybe they need to find a different designer for their needs.

I was thrilled to work with this business and I am really happy with how the final artwork turned out.

I created a second version that has the “celebrating 50 years” banner removed for when their 50th anniversary year is over.

New Look!

I mentioned a while back that it usually takes me a long time to design a logo for myself. I think I went six years once with the same logo simply because I didn’t know what I wanted to do next. I made a new logo in 2018, and I felt ready for something new again in 2020.

Here’s my new logo; nice and simple. I’m kind of loving it.

The past few years have brought a little bit of a shift in the focus of my work; focusing more on contract work with companies and branding. I have reorganized the artwork on my website to focus much less on event invitations and party stuff. I am still happy to create that stuff, but it’s no longer my main focus. It turns out that creating a logo for myself kind of goes hand in hand with figuring out what the focus of my work is. I have been tremendously lucky to get to contract with a couple of amazing companies in the last few years and I really love the work.

I printed my business cards with Overnight Prints and I love how they turned out.

In addition to this refocus, I have always had watercolor as a part of my life, so it was fitting for it to still be prominent in my logo. With the Covid-19 pandemic forcing us to cancel travel plans, I took to my painting to virtually escape to the places I had hoped to visit and I built a little branch of my business with it.

I started with creating a YouTube channel (with some serious encouragement from my oldest son) and I started posted timelapse videos of some of my paintings. From there I started having these paintings printed as stickers and, as of last week, they are now for sale. Click HERE to see what I have for sale. I am going to try and get two more paintings done before the end of the year and then I’ll end my Utah’s Public Lands Series and look at starting a different series; or I may just paint some of my favorite outdoor spaces. I already have a finished painting of Delicate Arch from Arches National Park, but I’m not sure if I want to do a series on National Parks. We’ll see.

One thing I do know, I want to eventually have high-quality prints available of these paintings. In January, it’s on my to-do list to research printing options and find out what it’ll take to have a limited number of prints made, maybe I’ll sign them, and what will be involved with shipping them to customers and make sure they make it there in good shape.

If anyone has recommendations on a printer, please share in the comments! Even better if they can print on paper that feels like watercolor paper.

Direct Creatives Black Friday Sale

I have a little store on a website called Direct Creatives. DC is a marketplace for small business owners to find graphics and tools to use for their own branding, customers, and social media presence.

If you’re a small business owner and you’re responsible for building your visual brand, Direct Creatives has artists and creators selling content you will be able to use: design services, consulting services, background papers, graphics packs, fonts, worksheets, and templates just to name a few. Here’s how to get there:

Alex Tebow on Direct Creatives

In my store, I sell background papers that can be used for social media. I sell stock photography, holiday cards, a few cootie catchers, and I sell design services to create a custom logo or your own brand. Below you can see the deals I’m running there through Sunday.