We are delighted to share one of our recent branding projects—from stem to stern—for Akumal Weddings, an event planning service located on the gorgeous coastline of North Akumal, Mexico, in the Mayan Riviera. We go into more detail about the project in our portfolio, so we thought it would be fun to share a few behind-the-scenes glimpses here that ultimately led to our final logo design and website design for this slice of tropical paradise.
When we begin a new branding project, we first put together an inspiration packet filled with images, mood boards, sketches, and typefaces that we believe embody our concepts for the new aesthetic. This is a really important stage in the logo design process in particular, as it ensures that we (the designers) are on the same page as our clients—and creates an essential roadmap for the next stage of development of our designs (after all, what we are hired to do!). It’s always a pleasure to work with an amazing client who has beautiful professional photos already on hand, and of course if your business takes place on the Caribbean ocean, even better!
Step one in this kind of project is for us to comb through our ever-growing inspiration library of beautiful patterns, fonts, and logos to create the mood board aspect of our initial concept package. This will include bits of branding from companies and designers that we admire, a variety of color swatches to compose a palette, and sample graphics that we find compelling. The point of this collection is to share with the client several different design directions we feel we can take their branding. We stress that we will not duplicate any of these elements, and that they are used strictly as inspirations, like a photo collage to get the ball rolling. Honoring other designers’ work is really important to us; we understand how many hours went behind each logo and design discovery and give credit where credit is due for any found inspirations. We love sharing ideas and seeing other great work on dribbble!
We gather fonts, and present different options to get an idea of what feeling our client is looking for: hand-written, serif, sans-serif, cursive, playful, clean, caps, and more.
Once we receive feedback from our client, we put together the next packet, developing custom design elements, narrowing down font choices, and building several variations of logo concept drafts. Here are a few of the alternate logo designs we created for Akumal Weddings, but didn’t end up using:
After reviewing the initial logo concept sketches, we push things just a few steps further, and voila! the final logo design comes to fruition. After that, focusing on the beautiful photography provided by our client, our Akumal Weddings website design came together using our final logo package as a guide, sprinkling custom graphic embellishments throughout the site layout, and taking cues from the branding decisions we arrived at with our client.
Read more about Akumal Weddings on our portfolio, and visit Akumal Weddings online to see some of the beautiful weddings they’ve been part of celebrating. A huge thank you to Heidi and her team for working with us on the branding, logo design, and website design. Booking a trip to the sandy shores of Akumal is definitely at the top of our wish list!
– Jackie & Kristin