Custom Brand Identity
Custom Squarespace Website
The Project Scope
If you’ve ever met Meshali, you know that she has a gift for gathering. As a portrait photographer, she has seen the best in her clients for years and taken photographs that burst with joy and personality. In 2017, Meshali began to restore an 1800’s ranch home in Texas; but in the process, she experienced a restoration of her heart. I had the pleasure of illustrating her ranch home in 2018, which was a very special project that is now a sweatshirt available in her online store.
Since her home renovation, Meshali’s brand and business have really grown. Her mission of gathering and making others feel welcome and restored has translated to her business and touched so many lives. With an upcoming podcast, book, and home good store, it was time to create a brand to house her aspirations.
ur challenge with this project was that we were building a brand for the evolution of her business, but some of the key components of the new business were still in ideation and development. We relied heavily on the strength of the brand strategy and our concepts for what was possible under the message of the brand. And then trust that the business would grow into it.
Even as the business was in the throws of its own renovation, we had three strong value pillars that served as a foundation while the brand and business were being built. The Meshali brand is built on grace and truth—it is a modern-day parable of a heart + home restoration, a soul’s journey to true healing and wholeness through applying truth and grace, shared vulnerability, and practical steps.
Everything that flows from the Meshali brand is meant to help others find meaning and connection. From encouragement to home goods, journeying together is at the core of what they do.
The vision is for Meshali to have a platform to share the story of restoration and her relationship with Christ, while also finding the beauty, richness, and practicality of the everyday. We wanted the brand to feel like a breath of fresh air, a quiet moment, an experience of calm white space. With delicate serifs, uncluttered design, and well-curated photography selections, we gave the brand the quiet white space that allowed her audience to feel what it's like to step into her space and into her home.
The women who come to her brand are seeking connection, life, beauty, meaning, and hope. We created a space that feels relatable, honest, and approachable. We did this with timeless styles, a bit of texture and grit, and a grainy film aesthetic that compliments her photography style.
Inspired by the country organic, restoration style of her Texas home, we made a brand that was also organic, simple, and beautiful, pulling from the natural beauty that is emblematic of Meshali’s interior style. We wanted the brand to feel soft, so we added soft textures into the design to add depth and dimension. We softened serifs, added additional white space, and used various logo layouts to make the style feel uncluttered and welcoming.
INDUSTRY: PHOTOGRAPHER, AUTHOR, & PODCASTER
The brand is centered around the idea of home — the pine trees of Arkansas and Meshali's youth that also ties to Meshali's current home in Texas. The monogram is a mix of elegance and strength, and has a blend of feminine beauty with a modern timelessness that feels romantic without being overly feminine. The monogram breaking through the circle is symbolic of the idea that "all are welcome here" and that there is room for more. It also speaks to the idea of breaking out of what is holding you back and the unity of community in Christ.
Meshali's brand is like a soft spring awakening. Following the deep reflection and hibernation of the winter, it's the first rays of spring—a new page, hope for the future, and the promise of new life. With hints of the winter season in calming neutrals and small little pops of color in deep greens and very light neutral blush and beige tones, this is soft step into the spring season that feels light, fresh, and promising.
Just like she saw potential in the bones of her home, we brought a visual representation of this inner work through off-white bone color as her primary brand color, which added a lightness and earthy texture that will make her identity feel grounding.
LAUNCHED 2023 / @MESHALI
Thank you so much for everything you’ve created and for handing this brand with such detail. Can't say it enough, I love working with you guys! Working with you guys is an absolute dream for my team, and we could not be more proud. I truly value your work, dedication, guidance, and am so grateful for the whole Drop Cap team!
Meshali Mitchell, Meshali
We don’t just create logos, we develop storytelling frameworks — an anchor that allows you to connect with your audience and be recognizable to them online. From this holistic approach, you’ll have more than a style guide at the end of your project, you’ll have an empire ready to disrupt your industry.