Role: Art Director & Graphic Designer | Tools: Illustrator & Photoshop | Focus: Rebranding & Brand Guidelines
The Problem
Jocassee Medspa's previous logo lacked polish, refinement, and felt outdated. It did not work well as a logo as it became illegible at smaller sizes and did not have an established one-color version.
The Goal
Create a logo for Jocassee Medspa that felt clean, minimal, and elevated. Jocassee Medspa focuses on helping its clientele feel refreshed, confident, and healthy through a wide range of services. The logo needed to reflect those ideas while creating a cohesive, recognizable identity that could bring a sense of unity across all locations.
The Process
After meeting with the client to discuss their services, target audience, and vision, I began brainstorming, ideating, and researching. This early stage helps me explore different directions and narrow them down to the strongest solutions for the client.
The Concepts
I presented Jocassee Medspa with four unique concepts, each developed from the research, brainstorming, and exploration completed during the early stages of the project. Each direction approached the brand from a different perspective while staying rooted in the client’s goals, audience, and overall vision.
The Result
After refining the selected logo from round one, I developed and delivered a complete logo suite with multiple variations for use across different applications. I also created visual brand guidelines covering logo spacing, proper and improper usage, typography, and color to help maintain consistency across the brand. To further expand the identity, I developed a custom brand pattern using the negative space found within the logo, creating an additional visual element that still felt directly connected to the core mark.
