Design
Overview
I worked with real-life business Cascara Tree Consulting to develop their brand identity, including logo variations, wordmark, color palette, and business card. We chose a natural, warm and botanical theme for the brand, and the logo was inspired by the leaves and berries on the Cascara tree.
I arranged Zoom meetings with Katie to learn about her business and goals, and we met multiple times to discuss concepts and iterations for her new arborist business identity.
We loved the idea of a natural, warm, and feminine color palette for her business, and took inspiration from her business name, "Cascara", a native Washington tree.
We landed on an illustration of the leaves and berries of the Cascara tree as the main logo, and a natural, traditional serif font to pair with the cozy, inviting aesthetic.
Her design will live on her website, apparel, signage, business cards, and arbory reports for her clients and the city government. I created some different lockups of illustration and title for all the different formats she may require.
For the business card, I was inspired by the bark of the Cascara Tree, and I redrew that pattern as a subtle nod to the natural aesthetic and nature of the business.
Process
Below you can find a series of sketches, changes, and final designs.
Throughout my relationship with the business, I updated this branding sheet template to show the client the current designs. In our communication we reviewed and updated the sheet, testing multiple variations.
In one iteration included below, I noted that there could be confusion with the connected letters, as Cascara could be read as "Cascana" so to improve readability we opted to disconnect them.
original brand guideline
Final Brand Identity Sheet
I finalized and provided this branding sheet for my client to provide an overall view of their new logo, color palette, business card, and arborist report template.
