With brand new copy and tone of voice directions created by Jessica, I developed the visual identity in a semi-sprint process inspired by the Creative Sprint offered at Smith & Diction. In this process, rather than sending multiple brand concepts back and forth over the course of months, Paul and Stephanie put their trust in us and gave us total creative control. In exchange for a substantially lower design fee, I developed their visual identity and presented them with one single concept, with no rounds of edits to follow. In this case, the research and risk paid off; Paul and Stephanie were delighted by the new logos, illustrations, and colors we brought to the brand.

The name of the farm is inspired by Paul and Stephanie’s beloved dog Ruby, and the blue oaks that grow on the property. I incorporated both into their logo variations, creating a charming yet elevated logo of a dashing Ruby. Colors were inspired by oak leaves, with small highlights of bright colors taken from native flowers that dot the warm hillsides of eastern California.