Callie
NAMING, BRANDING, ART DIRECTION, DESIGN
Full identity for Callie — a new, DTC fabric and upholstery company being dreamed up by the team at Calico fabrics.
As a start-up looking for funding, the brand needed an identity that would attract potential investors and simply communicate the company's goals. We came up with the name Callie to tie the brand back to it's Calico heritage but give it a distinctly fun and friendly personality.
As sole design lead across every touchpoint, my role was to build a cohesive and compelling visual brand story from scratch — reinforcing the warm and supportive nature of the brand, and it's mission to make it simple, easy, and fun for people to redecorate with high-quality, performance fabric.
The company is currently raising funding.
*Please note that all imagery is swipe and and meant for art direction purposes.
LOGO
The Callie logo is fun, warm, and friendly, just like the brand's personality and features rounded letters and alternating pops of color.
COLOR & TYPOGRAPHY
I established a color palette for the brand that is fresh, modern, and distinctive, balancing richness with fun. The typographic choices establish Callie as confident and accessible with an editorial sensibility.
ICONOGRAPHY
I created a dynamic icon library to bring the brand story to life and support the customer's Callie experience from beginning to end. The casual, sketched feel of our icons add a sense of warmth to the technical aspects of our storytelling by showcasing the brand's personality in our more educational moments.
FABRIC
Large, high-res swatches of fabric are used as a design element, showcasing the texture, quality, and color range of the Callie offering in an eye-catching way.
ART DIRECTION
I wanted Callie's studio and lifestyle photography to capture real moments, diverse lifestyles, and distinct, relatable personalities. The goal was to bring a strong sense of reality to the brand's storytelling, even in a studio setting.
Showcasing Callie fabrics on furniture with bright lighting and natural highlights and shadows helps pickup the brand palette in various tones.
The studio lifestyle imagery takes a less is more approach, hinting to themes and locations with light styling, but letting individual, diverse personalities shine through with casting while keeping the product in focus.
Finally, there I established three ways of telling the brand's performance benefit story: focusing on the durability aspect through active imagery, showcasing traditional performance features like water resistance, and highlighting durability with messy, relatable moments.
MANIFESTO
We created this manifesto as our rallying cry—it lets the world know not only what Callie does for people, but the philosophy behind why they do it.
CALLIE IRL
For investor purposes, we showcased how different brand elements might come together across channels to create a rich content experience, from OOH and digital to swag.
