Indiegogh worked with Doll & Clarke to dream up four possible visual identities that would convey their eclectic, minimal, trendy style. The four creative directions – named Adventure Awaits, Natural Beauty, Hipster Honey, and Chic & Trendy, respectively, served as a starting point for inspired discussion. Ultimately, the team chose to explore the Natural Beauty direction, while taking inspiration from a mixture of color palettes and patterns.
The end result is a soft, whimsical brand fit for the modern eco-conscious woman. Alternate logomarks add versatility and flexibility to the brand structure, and varied font families speak to its eclectic nature. The photography is kept light, simple, and relaxed.