Gingerworks, a new consultancy in holistic wellness and nutrition, is readied for business

I created a logo and consulted about branding and a Wordpress website for this project.

The logo I designed for this project is a good example of the perfectionist approach I take to all my original forms. The competitive visual space of health consulting is rife with thin sans serif typefaces. To stand out, I chose a modified steampunk-esque serifed font more akin to a condensed Bodoni. The typeface has been heavily altered — the descenders on the g's have become leaf-like and the illustrative green frond was added to the "k", filling white space above the x-height letters. The gray color subtley alludes to the "works" (industrial/factory) part of the name, while the green leaves add warmth and a direct connection to nature for a company that encourages getting back to the basics of cooking and eating natural foods. The logo is memorable and unique, sophisticated and contemporary—an asset when courting their finicky target audience of female urban professional mothers.

The strategy of the website is to provide short nuggets of helpful information, and not to overwhelm an already stressed audience. The design assists in this goal by leading with plenty of white space, to both provide a calm atmosphere and to appear easy to accomplish.

Website design (Squarespace)

The pattern on the backs of these business cards uses the spring green frond from the logo to create a rich and attention-getting visual.

The pattern on the backs of these business cards uses the spring green frond from the logo to create a rich and attention-getting visual.

Gingerworks' color palette uses a warm set of neutrals tending towards a green tint, and bright colors found in nature.

Gingerworks' color palette uses a warm set of neutrals tending towards a green tint, and bright colors found in nature.