Lucy Adams is a professional pianist based in the north east of England. She has been playing the piano for over 30 years, since the age of 7. She is a skilled pianist, ideal for weddings, cocktail receptions, parties, funerals and church ceremonies.

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Lucy wanted a brand identity and website that oozed classic elegance. She wanted to incorporate black and white to symbolise piano keys but also wanted to use neutral tones like beige. She also wanted to use pink but wasn’t sure how all the colours would work together.

 

I created two mood boards for her, one using a lot of elegant serif fonts and a neutral colour palette, the other with a more relaxed, femine vibe which contained references of calligraphy logos and a colour palette of pinks and purples.

 

She preferred the first mood board, but also wanted to include a bright pink. I started on the primary logo and searched for a font that was timeless, elegant and not too fussy. I found the perfect font, tweaked it, extended the brand and played about with colour palettes. I used the one concept approach for Lucy’s brand and I sent her a final proposal, which she absolutely loved. Her final brand consists of a typography logo using a minimal serif font, in all caps with wide spacing; variations of the logo (one line, triple stacked) and also submarks and an icon. The final colour palette consists of black, white, ivory, linen and a pop colour of cerise pink. The pop colour is to be used sparingly throughout the brand and I incorporated the pink to highlight ‘call to action’ (CTA) buttons on her website.