Originally, I created my personal brand for the senior show before I graduated from design school. I began working on it over the summer before even taking the portfolio class in which I would be working on it. I created a Pinterest board to save ideas as I explored many different styles, color palettes and typography. In class that fall, my peers helped me narrow down my logo ideas and focus on what represented me best. It can be challenging to design representing yourself. Often you can’t see yourself clearly because your are looking from the inside. This is all the more reason that you need feedback. Overall I was very pleased with the result, having added some playful brand language and some fun takeaway items as part of the whole identity. It seemed to go over really well at the show.
Later, after some experience working in the design field along the traditional route, some good, some not so good, I decided that wasn’t the right path for me. I wanted to work for myself. Every business needs a visual brand identity so the question became, “Do I want to start from scratch, possibly with a different business name, or was my name and my personal visual identity worthy to build upon?” This is a question that many entrepreneurs can be faced with. I decided to go forward with my own name. It seemed to fit my personality and the personality of the business I wanted to build.
In school, on top of other design principles you learn, you’re really trying to figure out your processes. So going through the branding process for my own business was another way for me to develop my branding process even more and help show clients the importance of a brand identity. Although, when I began filling out the brand for my business, I didn't start from scratch. I had still been using a process all along.
I begin with a little update to the hand-lettered part of my logo which was paired with a script font. It is important to start with the logo before moving on because everything else builds off of it. I has already chosen typography and a main color palette for the original personal identity and still worked nicely with the personality of my brand, but this gave me a chance to create an extended palette for more versatility with things like blog images by playing upon the jewels idea from my name. Even though my given name is Julie, many people have called me Jules over the years and, paired with my middle name, Jules Starr is what I have been known as by those outside my close friends or family. It’s almost like a stage name, if you will, but I really love it because of the concept I drew from it. I want to help businesses shine and stand out to their industry and to their ideal audience. The next thing was to fill out the identity with a submark and alternative logos, which help when the main logo doesn't fit the format, and some patterns and graphic elements.
Its has taken some time and is something I can still build upon as my business grows. Doing this for myself also gives me more experience to draw upon about the importance of a brand and a brand identity process. Here is some of my inspiration and the result as it is now: