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  • Rachel of PROCESS/PROGRES

BRAND REVEAL: Midnight Moon


Brand Identity Design | Creative Direction | Art Direction | Illustration

Working with Arika on her branding for Midnight Moon was nothing short of an absolute dream. We wanted to evoke a sense of warmth, comfort and love...like something familiar you come home to. The branding aligned with feeling soft, and guided by femininity (which are typically associated with the Moon), but that also led towards gender neutral. Digital geometric frames and patterns help to balance out the softness of the handmade elements such as the lotus and the watercolor swashes. The Typographic logo, which is unique in it's iteration can also be used for the purpose of balancing. It was particularly fun and challenging for me to create a softer identity as opposed to my typical louder and bolder expressions. It's important to note though: softer in look and feel doesn't by any means make the branding less powerful...there is definitely strength in the subtlety!














What do you think!?


I’ve become aware of how I like to try to explain out every detail of the creations that I make, so this time I am just going to let the work speak. When I co-create with a beautiful person to support them in clarifying, amplifying and magnifying their purpose and vision through visual branding, it is quite literally channeled directly from their soul through me. It is always such a gift.


You can check out more of my work here!


Are you desiring a visual brand identity that you can be proud of? Ready to take your brand to the next level of connection, professionalism and resonance? I would LOVE to support you! I am holding space for new brand identity projects for 2019. If you feel a nudge, please send me an email at rachel@process-progress.com and tell me a little bit more about your and your brand! Or if you are ready to dive in right away, go ahead and schedule your free 30-minute clarity consultation, and we can get to know one another, define what your needs are and see how I may be able to support you! You can book your clarity chat here.

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Los Angeles, CA | rachel@process-progress.com