Heart & Craft
Bringing bold spirit to life through a colorful identity that feels polished yet joyfully handmade.
Agency
Freelance
Industry
Small Business
Role
Lead Designer
Deliverables
Logo Design • Brand Identity
Heart & Craft is a mobile creative workshop designed for adults who want to slow down, unplug, and make with intention. Their mission is to create space for people to connect, recharge, and craft something meaningful together.
The client came to me seeking a logo redesign and full brand identity that would capture their bold, vibrant personality while highlighting their passion for teaching others how to create unique, handmade pieces.
To kick off the process, I built distinct mood boards, each carefully curated to reflect their vision while offering different creative directions. Once we selected a direction, I worked with the client to create user personas that defined their target audiences and guided every design decision moving forward.
From these insights, I designed and developed Heart & Craft’s logo redesign and full brand identity. The heart symbol combined with the curvature of the “C” in “craft” come together to create an ampersand. This icon serves as a subtle nod to the overall brand name, Heart & Craft. Consistent stroke weight and curvature are applied to this mark to create balance and continuity through the full logo.
Heart & Craft’s bold and punchy spirit called for a color palette that’s just as lively. A core set of baby pink, bright crimson, and cornflower blue is paired with secondary shades that range from deep, rich hues to softer, lighter tones. This flexibility allows the brand to play with color in ways that feel lively yet professional.
Typography completes the brand identity with a clean, geometric typeface that conveys calmness and approachability. Subtle flourishes weave in movement, echoing the brand’s energetic and creative spirit.
The Results
The new identity brings Heart & Craft to life, creating a cohesive visual language that stands apart from the crowd. With a flexible toolkit of logos, colors, and type, the brand is now equipped to shine across digital campaigns, print collateral, and event experiences. Heart & Craft is connecting with audiences who crave creativity, community, and experiences that feel truly meaningful.
