Project: logo, visual identity, naming
Client: Ashley Delose, Owner at Ashdel
A collection of hand-sewn jewelry and art by Ashley Delose, vintage textile jewelry artist based in Austin, TX. Vintage and upcycled materials are at the heart of her design process and inspire limited edition collections. Her work is experimental yet grounded in traditional techniques including Japanese braiding, sewing, embroidery, and beading.
Ashley wanted to update her existing logo to reflect the evolution of her creative business. She was already using the name 'ashdel' (a hybrid of her first and last name.) I suggested exploring the addition of a secondary word "handmade" that would help describe her company's offering. With pieces of inspiration we gathered, I created quite a few versions exploring the usage of typography and graphic marks.
Below: initial sketches of type marks
We ended up using two versions: a type mark including the new word "handmade" and a more compact mark that can be used for her online presence, social media, favicons, small product tags, etc. This version was inspired by chop mark stamp signatures artisans have historically used in East Asia to sign their unique art pieces. Also this is a nod to the nature of Ashley's pieces all being limited editions dependent upon the vintage material available.
Below: final digitized marks
The texture in this mark mimics what it might look like if it were stamped directly onto fabric. Although Ashley is often deconstructing the material and reimagining it with a new purpose, the texture is a more literal nod to the fabric utilized in her work.
With this in mind, I started presenting the logo versions to her directly on top of images of vintage fabrics. She now uses different vintage fabric images as a backdrop in places like her business cards and website.
Below: displaying mark on fabric
Below: Final business card design using different fabric textures
Below: Usage of different logotypes on product labeling
Below: Various usage on web presence
Below: Booth display with product