When you’re an entrepreneur, the internet can be an overwhelming and exhilarating environment to stake your claim in.

Especially in the rapidly growing online boutique realm. It seems like there’s a new super-hip boutique popping up every hour. I mean, just google “online clothing boutique” and you get 51,800,000 results (that number is probably growing as I type this). It’s relatively easy (and inexpensive) these days to set up a virtual storefront, grab some inventory and start selling online. So how does a woman with an eye for style and an entrepreneurial spirit set her boutique apart from the crowd? By getting deeply in-tune with her inner calling, defining her dream customers, listening to and understanding them and offering them products they want through a shopping experience that suits their lifestyle.

Here’s how the branding process went down:

1. Questions & Comprehension

EVERY Just Make Things branding project begins with getting to know the person, or people behind the brand, their dreams, aspirations and their big-picture vision of their company and marketplace. This is done through the combination of a detailed questionnaire and an in-person or skype brand consultation. We do some digging to uncover things about the market, the person and their company that might differentiate their brand from others in their space. For Ember & Ivy, the owner’s free-spirited nature juxtaposed with her eye for detail give way to a bohemian-chic vibe that her audience can relate to.

2. Brand Messaging & Visual Tone

The overall tone for Ember & Ivy needed to encourage other undercover “free-spirits” living as responsible adults (like the owner) to get back in touch with their bohemian roots, starting with their clothing choices and branching out through the way they live in the world. Women should know that they can shop Ember & Ivy for a deal, but they won’t be disappointed in the quality of products.

The brand words selected were:

Free-Spirited, Awaken, Bohemian, Chic

Here’s the moodboard we developed to convey them:

3. Identity System Design

Based on the compiled creative brief and approved moodboard, three different logo options were presented. The selected logo is comprised of the company name in hand-lettered script, incorporating a flame on one side and an ivy leaf on the other, connected with a stylized custom ampersand. This logo was the basis for the supporting visual elements including a badge, an ampersand symbol and an alternate logo.

4. Brand Assets & Web Site Buildout

Ember & Ivy’s e-commerce Web site was built with meticulous planning, taking into consideration all the ecommerce features; upon the established brand identity and messaging. It was ABSOLUTELY FABULOUS to collaborate Dawn of Daybreak Photo Co. on the product photography and lifestyle shots (and yes, that’s me modeling the clothing in some of the shots). I always love working with other creatives when they can see, execute and contribute their own ideas to the brand vision we have in mind. We also worked on social media graphics, some print materials and packaging to support the work of the boutique. The site is live now, so head on over and check it out! I majorly love just about every piece and the prices are very reasonable.

This has been such a fun and creative project to be able to work on. My work truly feeds my soul, and for this I am so grateful! If you like what you’ve seen in these images, head over to Ember & Ivy’s Site and buy all the things.

If you’re interested in embarking on a branding or rebranding journey of your own for your business, get in touch! I’d love to chat about your dreams and how we might be able to work together.