02 06 2017 - Recent Work

Behind The Scenes: The Rebrand

Rebranding your social presence falls into such a strange category in my opinion. It’s not the same as rebranding your professional brand, but it’s not a completely personal rebrand either. It sort of exists somewhere in between. It’s a curated reflection of the way you want to be viewed holistically online- it’s a little bit personal, a little bit professional, and in my opinion, should be a little bit experimental. It also needs to be flexible, reactive, and agile.

Today I’m going to take you behind the scenes of my new branding, and share how the process evolved from start to finish.


We started with the overall goal of the redesign:

For people to view my brand differently. I want Design Quixotic to be perceived as polished with a dash of maximalism — I’m confident in what I offer and not afraid to stand out in a world saturated with influencers and designers.

From there we did a basic word association of what I want my brand to be perceived as:


As we began to dig deeper and deeper with words, I slowly started to imagine the overall visual shape of my brand.

Visually, all I knew in the beginning of the process is that I wanted my branding to be very monochromatic. I wanted the ability to play with color within my blog posts, so I didn’t want to be locked into a specific color story.


I started with going through my Pinterest boards and pulling all my favorite monochromatic images- from design, illustration, typography, photography and style. From there, I thought I would end up with a giant mishmash of design swipe, but surprisingly, right away the vision looked very tight and specific. I guess I knew what I wanted, without knowing what I wanted. That’s the magic of mood boards sometimes, and one of the benefits of being a digital hoarder.

I shared my mood board with Shauna and she added some more swipe, based on the overall aesthetic I created. This part of the process was so seamless and fun. I felt that right away, she totally got what I wanted to go for visually, and I had complete faith that she would execute my vision perfectly.


On my own, I started visualizing how I wanted my profile pictures to look. I hate all pictures of myself, so I loved the concept of being slightly hidden or obscured from view. The plant theme tied into the branding inspiration as well. The photos of me below were shot by Lydia Hudgens.


Shauna’s initial logo pitch to me was basically one concept- with several variations. I liked it right away, and from then on- it was just a matter of perfecting the graphics and figuring out which visual elements should be primary, secondary, and supporting branding elements.

I won’t get into all the symbolism behind the graphics- I’m hoping they speak for themselves.


Once the branding was completed, we moved on to the site. I didn’t know exactly what I wanted for the layout, and I was curious what Shauna would come up with- I was totally open to anything and trusted her instincts. The only thing I mentioned was that I wanted to add an area to my site that could be shop-able. After years of curating products for various brands, I’ve really grown to enjoy collecting groupings of interesting products, and I also wanted to always have a spot to share my favorite design books and tools for my readers. I loved what she came up with and just had some minor tweaks on the header and footer.

As the rebrand starting taking shape in both printed collateral and digitally, I started to freak out a bit. It felt like I had a big responsibility to live up to this amazing aesthetic and design Shauna had created for me… and would I have time for more involved blog posts? But, then at the same time, I saw this as opening a new door for my own creativity, which is a needed shift from my complete focus on client work. There’s been a shift in design trends lately- specifically, the reimagined returned of the Memphis Style– that I’ve been really eager to explore. The kinds of designs I’ve been yearning to play around with, I don’t think any of my current clients would really go for… so I re-adjusted me thinking on what my blog posts could be.

And here we are! A big thank you to Shauna, creative director at We Are Branch for the amazing work! I hope there is a collaboration for us in the near future.

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