LALENA GIESER

The color palette was for the most part black and white but with touches of bright "highlighter" yellow when the occasion called for it, except for in his new pricing booklet where we made the yellow a key player in the bright and lively presentation. (We also brought in other classic "highlight" colors when it came to his Instagram Story Highlight covers.) When it came to the typography, a rounded sans serif typeface was the ideal choice, to literally soften out and complement the clean lines throughout the branding collateral. Similarly, we introduced some "organized chaos" with crisscrossed line graphics in some of his materials, balancing out the logo's more structured nature... Following our classic S'more Brands protocol, the website along with other items were built in real time with Dan there with us through video chat (more about the process here), which allowed us to work with full transparency and step by step feedback to ensure he was happy with everything by the end of..