LOGO DESIGN, BRAND IDENTITY, SQUARESPACE WEBSITE
SMAL Marketing is a simple, uncomplicated, and authentic social media and digital project management studio run by #bossbabe Melissa Boban. SMAL whole heartedly believes that marketing and social media should be used to enhance great products or services — not create endless clutter and white noise.
SMAL has a less is more philosophy when it comes to marketing and life... Melissa even lovingly said "you can't put lipstick on a pig" in our project kick-off call. And we couldn't agree more — great design, marketing, and branding only work if the products and services are equally great.
The goal for this project was to design an approachable, modern, and welcoming logo and brand identity for SMAL Marketing. The design was to inspired by simplicity, minimalism and Scandinavian design in order to attract new clients who are ready to up their marketing game.
For her logo, Melissa asked Hello Gypsy to create a simple and elegant type treatment and use warm neutral, inviting, and feminine colors.
This brand concept was designed to feel natural and bright, very clean and simple, but also soft and airy. It's meant to look approachable, polished and uncomplicated in order to reach SMAL's ideal target market — a business owner who prefers to keep things simple and efficient. This type of client has a "less is more" attitude about life, business, and marketing. They are not interested in creating white noise for their customers, instead they prefer clear and concise messaging with a no BS allowed philosophy.
Because of this, we used lots of white (both bright and warm shades), as well as pops of neutral color for visual interest. Shades of grey, nude, and a smoky purple, add warmth and variety to keep the brand feeling welcoming and authentic. We kept the designs focused on simple layouts and interesting, but modern typography. The brand uses a simple sans serif to keep the feel classic and friendly, and a more decorative serif to make SMAL feel elegant and sophisticated without trying too hard.
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