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!!

Follow me on TikTok!

As a middle-aged lady, AKA: member of the Oregon Trail Generation, I avoided TikTok as much as I avoided Twitter… which was a lot. But this spring a friend convinced me that TikTok could be a potentially awesome funnel for my business, so I begrudgingly downloaded it. I’m still learning how to upload videos at different lengths and how to find music that fits, all while trying to figure out how to create interesting content. But I’m starting to feel more and more comfortable with it.

My new Canvas Lamp has TOTALLY helped with this. You can read about it here.

One thing I do know, TikTok is a HUGE time suck. I will flip through a few videos and suddenly two hours have passed. I’ll go all day without looking at TikTok and see 50+ notifications that my sister or my husband has shared videos with me. #enablers

I plan to keep the content art-related as much as possible. I did post a video last week of me making peach jam, so there will be randoms non-art here and there. Although some may argue that making jam IS an art.

I have gone back and forth many times on whether to share about my taekwondo training and black belt journey. But since my black belt test is in two weeks, I feel like if I was going to document that journey, I should have started six months ago. Oh well. If I ever decide to get a 2nd Dan in taekwondo, maybe I will document THAT journey. Practicing martial arts is a whole other world when you don’t start as a kid.

Any requests on art content?? Any techniques you’d like to see?? I do a lot of landscape watercolor and wet-on-wet painting. I am considering diving back into oil painting, so maybe I’ll take some videos there too.