— PROJECT NAME
Elli Nail Spa
— ROLE
Art Direction
Graphic Design
Branding
— DATE
2011
Elli Nail Spa was a new business whose missions was to provide the perfect place to relax, unwind, enjoy life, spend time with friends, and of course – pamper yourself.
I was hired to create a logo and marketing materials for grand opening.
APPROACH
Custom logo = Brush strokes
EARLY CONCEPTS
Cursive concepts.
Early, hand-drawn brainstorming. I tried concepts that were cursive and “flowy” in shape. Keeping the “e” lowercase (as well as the other letters) gave a youthful/playful look that fit the ELLI brand.
HAND BRUSHING
To make the letters bolder and thicker, I tried hand brushing them with ink on paper. I then transferred the image to Adobe Illustrator to make a vector version.
CIRCLE
I reversed the letters out of a circle to help contain the design and thought that would make it more adaptable when added to visuals and for any icons needed.
DIRECTION & FEEDBACK
I presented 3 ideas and the hand-brushed concept in the blue circle color way was chosen for the approved direction.
FINAL LOGO
MAIN LOGO
I used a sophisticated, serif font for the text appearing outside of the circle to contrast the playfulness of the hand-brushed “elli”.
ICON & COLORS
VISUALS
Social Graphic
Social Graphic
Storefront – Grandview
Direct Mail Flyer – Front
Direct Mail Flyer – Back
Map – Dublin Location
Storefront – Worthington
Map – Powell
Gift Certificate