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!

Product of the Month - August 2021 - Canvas Lamp

A while back I raved about the little iPhone clip and ring light that I got from Amazon during the pandemic. Well, I’ve upgraded to something that is working better for me. Introducing my Canvas Lamp!

I first saw this awesome lamp through an artist I follow on TikTok. She did a video showcasing the top five products that help her run her small business. This lamp was one of them and she even included a code for 10% off. I was sold!

BTW, I’m on TikTok now, look me up! Alex Tebow

This is such a neat tool! The lamp can hold my iPhone 11 easily and it can be adjusted for a variety of smart phones, cameras, and even a GoPro. The base is heavy and sturdy and has no issues holding the weight of the lamp and my phone. I can pivot and adjust the position of the light for direct, overhead painting or I can turn it on an angle like I have been doing with my phone on a little tripod. I can even turn it around and use it in selfie mode if needed.

The Canvas Lamp also came with a clamp to let me attach it to the edge of a table if there isn’t room for the base or if I don’t want to use the base.

The ring light itself is awesome and the brightness is adjustable along with the color and tone of the light. It can be warm light, cool light, or somewhere in between.

Even if I’m not shooting a video of my painting, the light itself is fantastic just to work with and easily adjusted to where I need it.

I cannot wait to share some of the videos I’ve been making with this wonderful tool. Highly recommended!!

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.

Tommy's Lemonade Stand

My oldest son had a school project to create a business plan for a lemonade stand. As a 4th grade class, they read The Lemonade War together; it’s about two 4th graders who battle each other with their own lemonade stands. After it was finished they had to learn what it would take to start a business. They researched what supplies would be needed and price the cost of lemons, sugar, and whatever else they wanted to sell at their stand. They researched the cost differences between making lemonade from scratch versus buying a powdered mix and had to figure out what to charge. They had to compare pricing of those supplies between different stores. They researched different ways to advertise and include those costs. They had to make some examples of advertising too (flyers, business cards, social media ads, etc.).

Because this project was assigned while distance learning, his teacher made it optional for kids to actually have a lemonade stand. Quarantine restrictions were loosened a lot last month for us, so my son asked if we could actually do it. Knowing I would be doing a lot of the work, I begrudgingly agreed.

Tommy, foodie that he is, wanted to do scratch-made lemonade, and we used a recipe from Chef Freyka; the chef who taught a cooking class he attended last year at Harmon’s. He wanted to offer add-ons like iced tea to make Arnold Palmers and strawberries for strawberry lemonade.

Lastly, he REALLY wanted to make Brazilian Limeade; a drink that we all love. You can usually order it from Brazilian Steakhouses like Fogo de Chão or Rodizio Grill. This is a link to the recipe we followed. Essentially, 3 whole limes quartered, 1 cup of sugar, 1 can of sweetened condensed milk, 1 quart of water. Pulse in a blender for about 10 seconds and then immediately pour through a fine sieve. Pour over ice and enjoy. It’s very refreshing. At some point this summer I’m going to have to see how tasty it is with a shot of rum. Blendtec FTW!

From Costco we bought ten pounds each of lemons and limes, plus a 4lb package of strawberries and 20lbs of ice. From Sam’s Club we bought two 2-gallon beverage containers with a spigot (something I had wanted to buy already). We bought four cans of sweetened condensed milk and a 4lb bag of sugar from Walmart.

The last thing we needed to figure out was a juicer. We had a small, manual citrus juicer, but that was going to be exhausting to juice 20 pounds of fruit. KitchenAid makes a citrus juicer attachment that fits their mixers, but I really didn’t want to spend $30-$35 on one not knowing how often we’d use it. It’s great for when you need to juice 50 lemons, but not needed when you only need to juice a few.

Then we got lucky. While looking through small appliances at a Walmart, Tommy spotted the KitchenAid juicer on a high shelf. He scanned it and discovered it was only $5. I thought for sure it would be a mistake, but it wasn’t. Score!

We already had a 10’ canopy, a folding table, a table cloth, and chairs, and we already had a Costco-sized package of Solo cups. I graciously contributed my graphic design skills to help create a couple of signs, which we shared on social media. I forgot to get a photo, but Tommy drew on a large piece of foam board and it was staked into the ground at the end of our street.

It turned out to be a really fun day. Tommy sold out of lemonade after about three hours and we almost sold out of Brazilian limeade too. Neighbors and friends stopped by, even Tommy’s teacher was able come for a quick visit. A few friends and family who don’t live local sent money through Venmo too.

After we figured the cost of fruit, ice, the juicer, sugar, and cups, he still ended up making a profit. I included the juicer and cups because he wants to do this lemonade stand a few more times this summer and those are items he won’t have to buy again and I wouldn’t have purchased them otherwise. So the next time he does this, his expenses should be less.

Of course, we also talked about expenses that he didn’t have to pay for this time like furniture, insurance, federal and state taxes, rental fees for the space, actually paying Mom her graphic design fees and he learned a little bit about what it takes to build a business.