Brand Identity

Mary Michelle Inc.

A writer was in search of a monogram and visual identity that reflected her energy and creativity.

Freelance writer and author Mary Michelle does a variety of writing for clients and is an author herself. Looking to express herself and her business, we started looking for a core idea that would represent her. The idea of a monogram was of interest to her, given the idea of personally monogrammed letterhead. That said, Michelle isn’t old-fashioned, so along with the monogram concept, bold modern color was applied to jolt the script style monogram to life. While the identity needed to express personality, it also needed to allow content to shine. Pairing the script-style monogram with the contemporary font family, Avenir, and setting everything against either light, warm backgrounds or an intense block of color, the visual identity came to life.

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The visual anchors showing the construction of the lines and curves that make up the "M" monogram of Mary Michelle Inc logo.
A stacked arrangements of the Mary Michelle Inc brand logos in white set against black and in black set against white, showing the visual characteristics of the logo when viewed in large and small formats.
A close-up of the energetic, forward slanting, curvaceous lines of the "M" monogram logo for the Mary Michelle Inc brand.
Two photos in one: On the left, 'Good Vibes Only' written in the wet sand on an overcast California beach. On the right, looking up at the top of a pink glass building set against a blue sky.
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Color palette for the Mary Michelle Inc brand identity. Warm, light neutral tones for a base along with bold pink, purple, red and aqua for accent color options
Stationary and pencil set for the Mary Michelle Inc brand with letterhead and business cards set in vibrant purple, pink and red colors along with purple and pink pencils and erasers.
Two photos in one: On the left, a photo of purple smoke set against a bright red background. On the right, a photo of a cliff-side beach in Laguna, California with waves crashing on a bright overcast day.
The typography styles for the Mary Michelle Inc brand using Merriweather, a serif style font that has slab-like characteristics paired Avenir and Proxima Nova, both are sans serif style fonts that are clean and a bit geometric.
A photo of the sunset setting behind sea grass on a west coast beach.
A set of pink, purple and red round-edge business cards, neatly arranged on a wood table top, for the Mary Michelle Inc brand identity.
Photo of an organized desk set up with Apple brand computers sitting on top of wooden stands with a leather mouse pad and white computer mouse and an open notebook sitting open, ready to be written in.
The letterhead layout for the Mary Michelle Inc brand. The logo sits in the center top of the page and on the back is a photo of purple smoke set against a bright red background.
Large purple and pink envelope with the full Mary Michelle Inc logo overlaid on the large pink half-circle along with a purple moleskin notebook embossed with the swirling script Mary Michelle Inc. "M" monogram in pink.
A set of t-shirts with the Mary Michelle Inc logos silkscreened on them, one shirt is a deep purple with a white logo and the other is an off-white shirt with a pink logo
One set of fresh footprints in wet sand along the waters edge on a west coast beach.
Two photos in one: On the left, a set of two totebags, one in a red-to-pink gradient with dark gray handles and the other in natural fabric, both with the Mary Michelle Inc logo silkscreened on them. On the right, a photo of a boat resting on wet san
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