Michelle and I first met at a Tuesdays Together meet-up in Novi, Michigan. This particular meet-up brought together 3 different chapters; one from Ann Arbor, one from Toledo, and the final from Detroit. As the meet-up got started, we all had time to meet each other and chat before moving onto the scheduled activities.
I was lingering with a friend of mine when Michelle and I introduced ourselves. She said she was a musician and ran her own business. She immediately caught my attention because I hadn't met a lot of musicians, especially ones who were running their own business.
Our introduction was brief but I was so inspired by her! The evening went on, and we all went home exhausted by "Speed Networking." (Yes, it's as awful as it sounds if you're an introvert like myself.)
A few weeks went by and Michelle contacted me with questions regarding the process of branding. It was so nice to hear from her so I answered all of her questions and throughout our conversation, it was evident that she was unsure if branding was the right thing to do for her business.
As a designer and an entrepreneur, we talked through how important branding was to the growth of a business. Other musical groups had not even tried to create a brand for themselves, they were hoping to survive on reputation. To put Michelle ahead of the game, we dived into creating an identity for White Pines Entertainment.
We worked through logo concepts that after much research and sketching, fit her brand and the voice of it. I listened to their samples that they have on their website and was in awe of what was playing. The beauty of it, the sound, the emotion that I could feel coming from their music sent chills down my spine, and I wanted to bring that emotion and waves of sound into their brand. It was very important to represent their craft and the energy. The final decision was to create this beautiful lettered lock up that communicated sophistication and artistry.
As we developed their brand, it was clear we needed something else.
Was it a secondary logo?
Was it some sort of graphic element?
Michelle and I talked about the endless possibilities of what a secondary logo could be, and after a few iterations, it clicked for me. What this brand needed was NOT a secondary logo, but a beautiful graphic element that incorporated the 'pine' aspect of their business. This added in more movement and felt like what I had listened to. It clicked for me and it clicked for her after describing my process.
After discussing this direction, the rest of the pieces clicked into place. She's was thrilled with it, and I am too. :)