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Art Direction & Logo Design


Heidi Elizabeth is a reputable personal shopping and styling firm located in New York City. With a commitment to timeless fashion, their services revolve around curating wardrobes that align with clients' lifestyles for long-term satisfaction. Leveraging their expertise in professional organizing, the firm has been assisting individuals for over four years in editing and styling their closets. They excel in tailoring their services to clients' unique personal styles, helping them discover their fashion preferences if needed, and incorporating classic pieces that form the foundation of a versatile wardrobe. Regardless of budget constraints, Heidi Elizabeth's team selects items with both purpose and functionality in mind, adhering to a "less but better" philosophy. Their meticulous approach ensures that clients possess a thoughtfully crafted collection of clothing items that they will continue to enjoy for years to come.


The client wishes for the logo to embody a sense of sophistication and elevate their brand to compete with high-end labels in the future. They desire a clean and modern aesthetic that exudes professionalism while still incorporating a touch of flair. To achieve this, the logo should incorporate muted tones, which lend an understated elegance to the overall design. By combining these elements, the client aims to create a visual identity that aligns with their aspirations for brand recognition and positions them as a formidable competitor in the industry.


I presented Heidi Elizabeth with three concept ideas for her logo. Here are examples of how the top three concepts could be treated:

  1. Minimalist Elegance: Clean design with refined typography and subtle curves or angles. A monochromatic color scheme like black and white for a timeless feel.

  2. Playful Elements: Incorporating fun and whimsical elements like fashion accessories. Playful typography with vibrant colors to evoke joy and excitement.

  3. Geometric Harmony: Using geometric shapes and patterns for a visually striking logo. Bold and structured typography with soft, muted tones for a clean and modern look.

These concepts offer a range of options that align with Heidi's brand vision, allowing her to choose the one that best represents Heidi Elizabeth.


Heidi Elizabeth has chosen a final logo design that perfectly aligns with her vision. The selected logo showcases a clean and minimalist aesthetic, exuding a sense of sophistication and professionalism. However, the logo also incorporates elements of fun and creativity, offering design options that add a playful touch to the overall brand identity. This combination of clean lines and engaging design elements reflects Heidi's desire to create a memorable and versatile logo that captures the essence of her personal shopping and styling firm. With this final logo, Heidi Elizabeth is ready to make a lasting impression in the industry, attracting clients who appreciate the perfect balance between elegance and a touch of whimsy.
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