Branding: the Foundation of Your Business

iDesign provides branding from the ground up. That means that we work together to build a solid foundation to develop the “heart and soul” of your organization.

Part of the creative process involves something called “moodboards”. Above are two different moodboards I created for a client interested in a nautical theme for their business. You can see that within that one theme, there could be multiple options for color choices and type usage, as well as variations in the overall style and flavor.
By working with someone who will help you create a strong foundation and vision for your brand, you can be sure that everything you put out for the world to see – from logo, to correspondence, to packaging, and signage – will underscore to potential customers just who you are and what you have to offer.

What does your brand say about your organization?

Contact iDesign for help in creating YOUR solid foundation.

NEW Branding: MANA CAM 2017


Create logo graphic for the MANA CAM 2017 conference to be used on conference materials including social media graphics, advertising, merchandise and signage. Design logo, secondary marks, and supporting pattern.

Target Audience:

Birth professionals – those serving pregnant people in a variety of capacities. Target audience appreciates holistic approaches, with a focus on compassion, support, equality, and empowerment.

Key Design Criteria:

I did a little research into the area of Long Beach, CA to help give the conference branding a little bit of the “local flavor”. I discovered that Long Beach is a diverse, culturally rich area known for its shipping port, aquarium, the Queen Mary, and the shopping experience near the Long Beach Ferris Wheel.

I really loved the idea of using the ferris wheel as the inspiration for this design. I felt that it wonderfully embodied the idea of collaboration as all of the different seats of the ferris wheel are rotating around a singular focal point in balance and harmony. I also designed the mark so that the graphic has elements reminiscent of a ship’s steering wheel to bring in a maritime flavor and created “spokes” of the ferris wheel that represent abstract human figures all coming together in one central focus. Finally, the zig-zag lines and concentric circles of the ferris wheel add a bit of a mandala styling to the graphic which ties in so well with birth work.

Typography + Colors:

I felt it was important for the word Collaborate to be strong and readable. The flowing script of the subhead softens the mark.

In thinking about which colors might best represent this location, and taking into
consideration the colors that would also complement the current MANA and CAM logo colors, I chose two shades of blue (to match the MANA and CAM blues), and a soft pinkish-orange to offset the blues.

Primary Logo:


Secondary Marks:



March For Moms


The March for Moms is a non-profit organization made up of professionals, parents, and other individuals who are seeking to bring awareness to issues surrounding modern maternity care. They are planning their first event to be held in Washington D.C. on Mother’s Day this year and asked me to create a logo and supporting graphics for their print and online presence.

The logo represents the unity of many people coming together for one purpose, and of course the building in the background represents the nation’s capitol where the event will take place. The logo was designed in such a way that the figures can also be seen as pillars of the capitol building – just as citizens are the pillars of our communities.

Orange was chosen for the color as a way to tie in to a partnering organization, Every Mother Counts, but it is an excellent choice to represent this group’s urgency, energy, and social engagement.

Along with their main identity, I also created a number of different series of graphics to be used on their social media platforms.




I can’t share the entire finished project just yet, but I couldn’t NOT share these fun little illustrations I recently created for a client as part of a larger project. Eeek! So simple, so fun, and I can’t wait to see all of them on their intended application!