Was in need of a design fix tonight so I hit the internets to do a little virtual shopping. It’s snowy and depressing here so a color pick-me-up was in order. I would really love to own that green scarf. It’s calling to me, and I can just picture it with the prefect red lip and some funky sunglasses. Dreaming big.
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I love this print. It reminds me of freedom. I may just have to own it.
I recently had the pleasure of working with Northeast Mountain Guiding to create a logo for their outdoor adventure company. When I originally met with the owner we discussed making something that was rugged, masculine, and captured the feeling of being outdoors. I was really excited for this because I love camping, and grew up going to the Northwoods in Minnesota ever year. Naturally, I listened to campfire tunes the whole time I was designing this and it felt special.
After researching climbing, hiking, and mountain gear to get inspired, I came up with the below moodboard as a design guideline:
From there it was time to design. I wanted to come up with 6 different types of logo styles so that the client would have a variation to choose from (see above). In the end, the client loved the bottom left, and we ended up working off that for a final revision. The color scheme below was inspired by vintage camping tents, which gave it a warm and nostalgic feel.
This was such a fun project, and I want to start sharing more process posts like this. I’m excited to create more! :)
Hi friends. My brain has been exploding with design thoughts lately. It’s funny how as a designer, you can fall in love with something as you’re making it, and a few weeks later, absolutely hate it. That’s why they tell us to stay away from trends, but sometimes it’s hard. I’ve always tried to view this blog as snapshots in time, capturing my style at the moment, but it’s hard to want to blog when you feel like you are still finding your style, or that it’s changing rapidly.
Over the past few months I’ve been spending time working with a fashion company here in New York. It’s been a nice change of pace – they have me working onsite a few days a week and it feels good to be surrounded by highly-motivated people. I create graphics for their email, website, and promotional marketing materials. It’s been a good production exercise for me, because I am forced to create a large number of different style graphics daily. For the first few weeks it was easy to come up with new ideas. But then, after a while, it felt like I really had to dig deep and ask myself what my style was. Why do I prefer this alignment over that? What would make this art better? A thinner font? Different proportions?
As I’ve been doing more work for this company it’s been helping me to further define my own style. Since I have to work within the bounds of a style guide for them, when I get to design for myself I just want to break all the rules. I’ve been drawn towards more minimalistic themes and keeping the focus on the most important part of the content, either the image or text, but not overcrowding it.
Also, I’ve been exposed to a ton of new fashion terms! I suppose that’s what New York is good for, right? As I’ve been upping my vocab here, I’ve wanted to start posting more about fashion and the behind-the-scenes stuff I’m learning. So I’m just going to let this content run its course.
Other than that, life is good. Been doing a lot of writing. Holidays snuck up on me. I got a Vitamix. Read Divergent. Still feeling lucky in life. That’s about it for now. :)
Hi guys! I hope you can guess my mood from today’s post. I woke up wanting to create something light and bright. I’ve been on a peanut butter and jelly kick lately, so I made some toast and then cranked this guy out. I’ve been feeling productive again, finally. I go in cycles, and sometimes I’m buckling down and going through the motions and other times I’m genuinely seeking and using every last minute of the day. It feels good to be on the foothill of another productive cycle!
I am almost on my two-week mark of no caffeine. I decided to cut out all caffeine and chocolate for two weeks since I was having trouble sleeping. The first week was AWFUL. I was cranky, napping, and pretty much hated life. I found myself substituting all kinds of sugar to try and feel better for the caffeine lack. I think I’m finally starting to regulate though. My energy is much more even throughout the day. I woke up on my own at 6:00am this morning (yay!). As for the chocolate, I’m going to start allowing that again after tomorrow. The caffeine, however, I will avoid for a bit longer. It feels like it was so hard to get to this point and I feel nice and clean and addiction-free, so I don’t want to go back to the old habit right away!
I also spent some time this weekend creating a real portfolio. Previously I had a scrolling PDF with all my projects on it, but it was time to put my stuff on a grown-up site and let it be more interactive. You can check that out, here: cargocollective.com/danielleeastberg
In addition to my graphic projects I’ve been doing more writing lately. I wake up almost every morning with a new idea for a fiction novel. In a way I feel like I’m tapping into a creative well, and then just letting the ideas go. I write all of them down, but I don’t develop them. I’ve got about 5,000 words into a murder mystery I’m working on, and another 7,000 into a self-help book. I finished a book earlier this year but kept it to myself because I felt like my own thoughts and opinions were changing so rapidly. I’d like to finish these books I’m working on, and write a bunch more, and get to the point where I feel comfortable pushing the ‘publish’ button. I don’t doubt my creativity or ideas, but I do wonder if my writing style would actually be interesting to read. Either way, I will keep writing. :)
Off to get some work done. Have a good day!
Ohmygod. I have SO much respect for you designers who can handwrite in pretty pretty lettering. SO much respect. I hope I don’t regret posting this someday, as I’m sure I will look back and think how amateur it looks. But, in the spirit of honest reporting, this is where I’m at right now. Handwriting is HARD. I think I might need some fancy pens to do more calligraphic stuff.
Anyway, it’s not all bad, because one of my goals was to start incorporating REAL watercolor into my designs. Not just a “watercolor brush”, which only takes you so far, but the real deal. So, although I’m in the learning stages, I am proud to say that these watercolor swatches are 100% my own! It feels good. With time, I know the hand-lettering will get there. But everyone has to start somewhere. So here I am!
The name – Josephine – it’s just always been a name I thought was beautiful. So I decided to use it for my little sample logos. Although they didn’t come out quite like I pictured in my head, I’m still glad I went through the experience, and next time it will be easier. sigh. :)
Happy Labor Day weekend! Is everyone doing something fun with the extra day off? It’s the time of year that represents the end of summer and coming of fall, which I couldn’t be more excited for!
I did a lot of relaxing this weekend. I checked out a new coffee shop in the neighborhood that sells French Escargot (the cinnamon pastry, not the snail!). I broke out my new watercolor set and started getting used to that. It was fun focusing so intently on something, and I kept hearing Bob Ross’ voice in my head saying “There are no mistakes, just happy accidents…” That definitely helped me get the paint out onto the paper!
Finally, I had a little Artist Date in the park. If you’ve read The Artist’s Way you’ll know what I’m talking about. Julia Cameron, the author, talks about sending yourself on an Artist Date once a week to keep filling up your creative well. Whether it’s stopping in a used bookstore, going for a nature walk, or drawing in the park like I did, it’s something that gets you away from the computer and out and about to be inspired.
Have a beautiful beautiful weekend, and don’t forget to take some time for fun!
1. Those yummy yummy fall smelling candles that Yankee Candle puts out. I went in the store today and had to go one-by-one, down the row, to choose the very best one! I ended up getting “Harvest” scent, which is spicy and warm. I also got two mini votives to try out in “Mountain Lodge” and “Campfire Treat”. I want my home to be warm and welcoming and girly. Plus I love the ritual of waking up in the morning, lighting a candle, and doing some writing while the sun is coming up.
2. Hemlock Grove on Netflix. Perfectly chilling for this time of year. It’s a horror series that starts off with a girl’s murder…and of course, dark secrets start coming out! Hint: there’s a werewolf on the front cover. The imagery is also solid and spooky. Love.
3. Orange lipstick. I just bought a shade called “Saigon Summer”. It feels a little Halloween-y, but if it’s paired with the right clothes it works. I’m all for pushing the boundaries!
4. Caribou Coffee mug. I picked this up on a layover in Minneapolis. It has a caribou on it and when I’m drinking my morning coffee it reminds me of simple summers at the cabin. I have such a soft spot for the North Woods, and this is just a welcome reminder every morning.
5. Watercolors! I bought my first set of watercolor paints today. I’m feeling all crafty and want to start incorporating real painting into my logos and website designs. Super pumped to have a fall day at home painting away!
6. Pretty Pretty Undies! Victoria’s Secret is having a sale right now (7 pair for $26). Even though they are under clothes it always feels good to cycle new prints through and have a party underneath. Go on, treat yourself! :)
Fall is my absolute favorite time of year! Can’t wait to do some baking, wear tall boots, bundle up in a scarf and really feel that crisp air.
Here’s something fun! A few in-progress shots of a concept logo for Donut Haus. You just never know what’s going to come out when you open yourself up to creativity! I started out with a basic idea and went through the design process to develop these babies…and I’m always surprised by the turns they take along the way. I feel like driving through so many small towns in Minnesota as a kid had a powerful effect on the imagery I’m drawn towards. The retro colors and styles come through as I imagine passing by all those tall restaurant signs on the road, often stopping for pastries. Oh, nostalgia! ♥
I was lucky enough to tag along for a wedding this past weekend in Yosemite, California. Everyone has their own method for staying grounded and inspired, and my personal method is to get out into nature. I walk as much as I can in the city, but there is nothing like being in the big quiet wilderness and realizing how small you are. Really.
At one point we pulled over on the road and there was a wide open expanse that was so overwhelmingly large, showing the mountains and rocks and trees, that I got dizzy and emotional and had to sit down on the the side of the highway to take it all in (that and I didn’t want to throw up). That’s never happened to me before, so I’m pretty sure there’s something magical about this place.
Also – those giant sequoias – wow. It’s easy to get wrapped up in the daily dramas but when you see something so huge and organic it literally takes your breath away and stops you in your tracks.
We stayed at a place called the Pines Resort on Bass Lake. After the wedding we took the rest of the weekend to drive in our rental car and explore the area. It really was like a Bob Ross painting! I feel like I have such a better understanding of why people never want to leave California and why they call this place “God’s Country”. There’s just so much to see and it amazes me how much we have within the bounds of our own country.
Here are some iPhone shots at the lodge to give you a flavor:
And here are some from Mariposa Sequoia Grove and the High Sierras:
Super hard to capture the vastness on the camera, but believe me, it was there. I also put together a short film for fun (isn’t there something so romantic about 8mm?):