Branding :: Mood board for Âdi Collective
Here's the beginning phase of the second of the two brand development projects I have had the pleasure of working on these past few months. Like the first for North + West, I'll be expanding each step into multiple posts to reflect the stages of my design process and to help give you a sense of how I go about building a brand.
Above is the mood board I developed for Âdi Collective, a new women's clothing line inspired by a partnership with Washington’s refugee community of Afghan women. Created to harness the spirit and creative skills of these craftswomen, Âdi, which translates to "ordinary" in Persian, focuses on minimal designs for women looking to form a beautiful yet simple wardrobe. Co-founders Liz Hadley and Meredith Seversen work in refugee employment and have spent their professional lives introducing local businesses to talented refugee job seekers.
I was so inspired by the social entrepreneurship of this business that it was easy to harness inspiration that evoked the minimalism of their dress patterns, their roots in the Pacific Northwest, and the Afghan women who create their lovely products. This mood board is the result of gathering inspiration on Pinterest of lifestyle images, fonts, color, and logos. Here is what I saw as key elements of their brand:
Typography / Minimal, simple, and clean sans-serif fonts
Palette / Cool naturals like fern, indigo, and forest complimented by soft pastel blush and almond with a pop of poppy
Design elements / Decals of botanical elements: leaves and flowers one might find in the Pacific Northwest or Afghanistan; Circular, stamp-like shapes
Mood / Rich earthy tones with a delicate minimalist side
This mood board is the product of these initial steps and helped set the stage for the next part of the brand development process: designing the primary logo. I'll be sharing the first round of logo designs I created for Âdi Collective next week, so stay tuned!
I'm currently booking custom projects for June/July. If you are interested in working together to redesign your logo or to develop your new brand image, contact me with your design vision and questions you have about the process.