Ann & Eva are the names of Laurence’s two daughters. They also inspired the name of her new consulting venture, aimed at helping businesses & organisations to make sustainable decisions – which for her, is the key to preparing a better future for our planet.
Together, we built her new brand from scratch, so that it could communicate her mission and feel professional yet personal & approachable. This is by far one of the cleanest, most elegant brand identities & websites we’ve ever worked on, yet we loved the entire process of finding what could make it feel unique all the way through.
We figured out that the brand should aspire trust & confidence. It should also have a personal aspect, reflecting Laurence’s soul, providing an opportunity to communicate authentically – so that it can reach other people like her who are genuinely interested in making a difference in the world and their footprint. Although the main vehicle of the business is sustainability, the brand should not appear as “greenwashing” and rather push this sort of stereotype with a fresh new approach that feels inspiringly different.
So we aimed to gather inspiration in our mood board that could reflect these principles beautifully and that we could use for our creative direction: organic shapes, muted earthy colors inspires by nature, timeless clean typography with a personality.
Approachable – Practical – Professional – Inspiring – Different
Designing the project
The first thing we developed for Ann Eva were custom & elements + patterns. We knew we wanted to surround a really clean brand with some imperfect, organic textures so for this, we experimented with watercolor. It was an incredibly relaxing process and a very interesting one as we later played with overlaying these shapes and defining our earthy, calming color palette!
Along the way we created a logotype with a minimal feel, free of clutter but full of confident personality. We also defined the rest of the fonts for the brand to have a contrasting, timeless set that will always bring attention to her content & make it convincing.
All of the elements in the branding came together in a very balanced, elegant way and they each allowed us to create a special outcome for all the places where the brand would be present, from Laurence’s stationary to her website which was going to be quite rich in content. We loved the whole process of designing this one – here, the simplicity of the brand and the attention to detail when it came to fonts was very important so that her words and her philosophy would be highlighted and that everybody visiting the website would feel eager to go through, read more and feel inspired to get in touch.
This whole project was very special to us because we looked into strategy but we also managed to extract something very “personal” out of it, as we had a really close collaboration with Laurence. Through this process we got to know her a lot as a person and we loved how much she trusted and opened up to us – in fact it was a very heartwarming moment when we showed her the results of her branding process and she was into tears. This is the reason why we love our job so much – every project is an opportunity to not just enjoy a creative process, but to also create new relationships that are meaningful and that help others like us make their dreams come true.
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