Our friend and collaborator Angie LaPaglia began life as an entrepreneur several years ago, with a dual focus on teaching yoga and writing. As her path has centered on writing, she wanted to rework her branding to show that focus. Her new look needed to reflect herself and her work: casual and zen but also polished and corporate.
As a creative marketing professional working in Oklahoma, Angie turned to Hester Designs for a new brand identity. As we reworked her logo, we played with a balance of organic and structured shapes, earthy and commercial colors, and existing and new names. In collaboration with Angie, we settled on a range of purples and grays that bridge the corporate world and the down-to-earth people who make up every business. The color scheme is a little bit funky with just the right edge of professional savvy. Her new mark, a lowercase e, has a laid-back, approachable shape that’s clean and versatile. We also updated “earthgirl ink” to “earthgirl communications” to more fully reflect Angie’s work in writing and consulting work in the realms of branding and marketing.