Love Inc. Branding

Some context about the project

Love Incorporated wanted to expand into every market imaginable - Love Travel, Love Money, Love Food, Love Llamas… you get the idea. That kind of ambition opens up a lot of creative potential, but without a cohesive brand guideline it can just as easily dilute the brand.

I was tasked with creating a brand style guide that could work across all existing entities and flexible to accommodate whatever came next.

I came on board early in their start-up growth. Back then it was a whole different company, complete with a little dancing mascot and everything. You can still spot him living in the "o" of their old logo, which they wanted to keep. Personally I think it reads a little too much like a wedding ring, but I can appreciate wanting to hold on to your origins.

The original brand had a textural, busy quality. For the refresh I went in the opposite direction by stripping everything back to as minimal a layout and colour palette as possible, letting imagery and content take centre stage and elevating the overall quality so people would want to read and share it.

It was important to preserve the light, fun energy the brand was known for, so I created playful avatars and bright colours for each section.

The final result was a 16-page style guide covering logo usage, typography, colour schemes and page layout guidelines. There was also an entire section dedicated to designing for future additions.

It was later adapted into a digital format, and rightly so. I'm a firm believer in the constantly evolving style guide. Technology moves too quickly for anything static and rigid to keep up.