ggg_lima_labelI’m excited to share some recent work I did for a fashion startup here in NYC. This is the final design for a clothing line called Lima. The company I was working for was in the process of creating several private collections and they needed labels to sew on each garment. This particular line had a ton of cozy knits and sweaters. The company wanted the branding to reflect high-end style while capturing the idea that these were knits. The garments were being manufactured in Lima, Peru, which turned out to be the perfect name for the collection.

My goal was to capture the feeling of knitwear and something hand-sewn, while still presenting an upscale garment line (nothing too crafty). I love how the final product turned out, and it’s pretty cool to know that these are in circulation across the US!



I am SO excited to present my new blog and branding! It was time for a change. My style has shifted SO MUCH in the past year. I’ve been ready to switch things up. I wanted to create a space that was cleaner and had a white background, so I could post a wider variety of things without colors clashing. This way, the focus is on the content.

ggg_new_blog_2-3A little on the site design. This is my first time having a sidebar on the right-hand side. I like how the content comes first. Believe it or not I used the good ‘ol golden rectangle to start the design process / get the alignment of objects right. I ended up modifying the spacing a bit, but it definitely served as a starting point and I trust that the ratio is pleasing to the eye.

Another cool feature – the site has a sticky sidebar. The sidebar will scroll up with the page but only until a certain point, so that the nav, search, and categories will remain on the page. (that one took many a late nights to figure out!) Worth it.

Finally, the site is now responsive! (kind of). Let’s just say it’s as responsive as my testing capabilities allow. It works on my iPad and iPhone, but without going too deep into the development world, I’m happy with it. I actually finished designing the site months ago, but got tied up in the coding. The theme that I use (Thesis) came out with a major overhaul between the time I had learned how to use it, so it was a pretty hefty learning curve to figure out the new system.

Maybe I should have hired a developer, but I still have a hard time dropping the cash when I know I can figure it out (mostly) myself, even though it ends up taking way longer than it should. Maybe next round! Until then, it felt rewarding to even get it this far!


Next came the business cards. I went for simple this time around. Besides the fact that it’s hard to design for yourself, I wanted to make something that I wouldn’t hate a few months down the road (cause that never happens…). I opted for a thicker card stock which helps balance the minimalism.

ggg_new_blog_4-5My facebook page got an update over here. Lots of good stuff all around. :) I’m sure I’ll be making little changes here and there, but I’m happy to finally ship this project. I look forward to posting more on the fresh new space!




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. :)


Donut Haus


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! ♥