Since I knew Leigh personally from our time together at the ECU School of Art and Design, I thought about the unique things that made her "Leigh". I wanted to incorporate the graphic, clean style she used in her own work as well as speak to her awesome (and growing) collection of tattoos.
Based on these observations, I delivered a four of 4 moodboards and proposed sketches:
She decided she wanted to go with the "Tender Hearted" direction, and I set off to make it a reality:
Leigh also really wanted me to incorporate my handlettering skills into her brand, so I created a suite of typographical logos. These logos were designed in a way that they could either live by themselves, or be used in contention with the illustrated mark I created, doubling the possible combinations in her branding suite.
Since Leigh has design skills, she simply wanted a toolkit she could pick from and use to build her own brand elements. I created a palette for her brand so she could use the exact color values as she built her website, and to keep consistency throughout her collateral.
I also designed a business card for Leigh to use in her interviews and future networking events. We went through a few various options, focusing on her favorite color (oxblood red) and presenting her contact details in a clean, readable way.
The final business card which won was printed on 16pt soft touch paper with spot varnish on the front and back of each card. The result was a velvet-y soft, highly dynamic card which Leigh was ecstatic to give out to employers.