Andrea Jae Studio

DISCOVERY/INSIGHTS: The very talented Andrea has an Art History degree; which shows up in how deliberately she uses colour, and the same instinct carries into the business itself: thoughtful, detail-oriented, and only interested in clients who are the right fit. The brand hadn't caught up to any of that specificity with its trendy cursive font and tired color palette (in our opinion).

PROBLEM DEFINITION: A rebrand was the objective, though the harder question underneath it was how to build an identity that's considered and timeless while still feeling fun, approachable and considerate of design; which can be trend based by nature.

DESIGN SCOPE: The brand is built on one idea: layering, the same way Andrea builds a room, piece by piece, until everything reads as one considered whole. That shows up in a wordmark and letter mark, a full set of design elements, a color palette and typeface, and eventually a social strategy the project grew into on its own. The typefaces stack on top of each other, the design elements recombine depending on where they land, and the secondary mark is made from the wordmark and letter mark literally pulling apart and coming back together. The typeface itself has clean lines, softened just enough not to feel cold and built to still look good in ten years. The color goes the opposite direction on purpose, confident and current in a way that knows it won't last forever, the same way every color eventually gets replaced by the next one.

IMPLEMENTATION AND OUTCOME: New clients are finding her because of it, and they tend to be exactly the kind who already look like they belong in her own portfolio. Every social metric has more than doubled since launch.