YOU’VE GOT A STORY TO TELL. WE’RE HERE TO HELP.
Our mission was to rebuild Calder’s brand strategically and thoughtfully - to realign based not only on where her team currently is but to transcend their well-earned niche. From a branding perspective, we wanted an all-encompassing experience that felt instantly identifiable at every touchpoint. A new look that wasn’t neutral but, rather, something that felt intrinsically like CC and resonated with her client. The end there was no artistic or experiential compromise. A personal expression of color shines through fresh tones, with crisp whites radiating against an organic palette. An elegant but energetic, type driven logo with numerous breakouts and submarks create a versatile landscape across web, social, and traditional channels. The primary icon - stamped but not overly ornamental -navigates the balance between current and lasting. Organic woven and lined patterns add layered dimension throughout, supporting the imagery with soft movement.
The color palette introduces a spectrum of fresh greens and soft, natural tones overlaid on a sophisticated olive backdrop. The primary font lives in the Calder olive, complemented by soothing laurel and an energetic mint. Sky and powder blues, both seen as honest colors, are strategically reserved for moments of reassurance and affirmation. The addition of shell adds romance and range for social and stationary application.
MARKS & BRAND ELEMENTS
Bringing it all together is an immersive web experience that aspires to convey the layers of detail that you see in a Calder Clark event. Rich storytelling and flowing galleries transport and inspire, allowing prospective clients to understand the value while envisioning their own special day.
Our Clients Say the Nicest Things
“Working with Janet was nothing short of a dream. Decades into my career, we've had 4 sites and at least as many brand updates—none of which has ever felt intrinsically on-point for our brand, our budget, or the value we sought. Letter South brings the heavy-hitting duo of strategy and design into the scope, like you've hired an insanely-talented web designer, graphic designer, social media maven, fortune teller, and business coach all in one; talk about over-delivering! Janet listened, encouraged, developed, envisioned, and helped us convert with aplomb. The high praise from our target audience has been through the roof, which can largely be attributed to having Letter South at the helm of our ground-up brand refresh. ”
– Calder Clark
Supporting elements
This fresh, botanically inspired identity is finely balanced and rich with symbolism. The primary stamp incorporates natural, repeating elements set within a polished - but unstuffy - frame. References to enduring friendship and commitment lie in the hand drawn embellishments, while the precision of the monogram adds a contemporary sense of order. Driving the concept home is the elegantly flowing typeset with hand-finished linking letters.
