The Rule of Three: Branding Case Study
The Rule of Three is a blog created by three sisters who approach work, home and life challenges through their varying perspectives to come up with creative solutions and unique lifestyle hacks. Their mission is to encourage and enable women to live out their lives in creative in fulfilling ways.
The Rule of ThreeThe branding for the Rule of Three had to be young, modern and fresh, sticking to a minimal and flat design style and restrained, but bold pops of color. Brining femininity through the logo was important as the blog targets women ages 18-35.
In addition to the brand marks, the brief called for me to design three icons to represent the categories of life, work and home.
Research on their prospective niche and a competitor analysis provided some interested insight into the existing visual landscape. The bulk of lifestyle blogs that target young women seemed to share a similar design style, relying heavily on loose brush pen lettering styles and soft watercolor elements brought throughout the branding. On the other hand, market leaders and well known brands had quite the opposite approach, with a more professional and structured aesthetic.
I presented a moodboard to my client to define the visual style that would guide the rest of the project. Our goal was to create a brand that was modern, stylish, sophisticated and structured, but still fun with a feminine look.
I ended up using versions of two of the initial concepts together to create the final branding system. The client was leaning towards the thinner font which I think was ultimately the right to really bring the feminine vibe forward.
For the icon set, I created three minimal and monoline icons to represent the categories of life, work and home. I worked to create a set that was cohesive and had some fun elements (popsicle and succulent) for a unique look. I kept the weight thin to fit with the primary wordmark and provided an option to add a pop of color to each icon.