We're feeling inspired💌

Leah just got back from Lyon and the French Alps, skiing, eating alllllll the pain au chocolat and noticing design everywhere. Charlee just went to a crafting Galentines networking event where they made mosaic coasters (~~the perfect event doesn't exist~~)!

Inside

How verbal strategy shapes positioning
How we explore, test, and pressure-proof visual systems
A peek at Ivy’s logo concepting and refinement process
Charlee's secret crafting Pinterest board
Leah spotting French typography in the wild

– Charlee + Leah

This one’s longer than usual, if you’re reading via email, you may need to click “view entire message” to see the whole thing. We’re so glad you’re here!

Design

Phase 02: Verbal + Visual

ICYMI: we're doing a series where we walk through how our brand process works. Read about Phase 01: The Kickoff in last month's Design Dispatch here.

We're featuring a real client: Ivy Hospitality. They’re an owner-centric, tech-forward hotel management organization who came to us a major turning point with some major business goals.

After kickoff and moodboards, we move into:

Verbal Strategy (if included)
Visual Identity

Not every client needs both. Some are clear on messaging and ready for visuals. Others are at a turning point and need positioning first.

For Ivy Hospitality, verbal strategy was key.

Our partner in words. We bring on the talented Kat Neis of NEIS, a Midwest-based communications studio for clients interested in verbal strategy, website copywriting and messaging work. It's Kat's birthday month, HBD Kat!

Verbal Strategy

The words you use matter. We empower your team with:

Clear brand statements
A refined elevator pitch
Messaging rooted in your target audience
A verbal foundation future team members can confidently run with

Importantly: While we want you to love your brand, it matters more to us that your audience resonates with it.

Depending on your needs, this can include:

Target audience deep dives (titles, motivations, decision drivers)
Brand story (a foundation for future website + marketing copy)
Mission, vision & values
Brand personality
Challenge & Solution framework
Differentiators (and how they show up externally)
Brand boilerplate
Voice + tone guidelines (including writing prompts + guardrails)
A content library your team can actually use

Some teams are launching from scratch and need mission, vision, and foundational story.

Some are evolving after decades in business and need to refine, reposition or realign.

Some simply need a style guide so internal and external communication finally feels cohesive.

It’s always custom to the friction you’re feeling.

Our work for Ivy

Visual Identity

While the verbal strategy is taking shape, we begin designing.

We explore multiple logo, type, and color directions, including options that won’t make the final cut (an important part of the process!)

For Ivy:

We loved an early connected typography concept
An initial ivy-vine icon felt too literal
A monogram direction evolved into something stronger
Bringing “Hospitality” into the primary name added clarity and authority

During brand review, we don’t just show a logo. We mock up the full system. We pressure-test photography, typography, and color so you don’t have to guess how it will live in the real world.

Brand applied to employee swag and presentation decks

Brand applied to website and business card

Ivy Hospitality Case Study

Next up in this series: Phase 03: Guidelines & Delivery.

We'll be covering how Ivy's brand guidelines served as a foundation of continue development (including our ongoing relationship and how we approached adding 4 subbrands)

Charlee's Secret Crafty Pinterest Board

Charlee has many strengths (designer, Webflow developer, strategic business partner), one that you might not know about is her crafting ability. Basket weaving, furniture making, beading, stained glass, floral arranging, renovating a bathroom, designing an early 1900s cabin? You name it Charlee has probably done it.

Currently Charlee is working on mosaic coasters! Here's a great tutorial if you're interested in trying it!

She wants you to know that they still need to be grouted, but I (Leah) think they're still cute nonetheless!

Please reply with what crafty projects you're working on! We'd love to see !

The tiny hearts tucked perfectly into the corners (!!!)

Leah's French Typography Trends

I just got back from a trip to Lyon and the French Alps visiting my high school exchange student. I'm pretty sure I'm half alpine cheese at this point and checked off a bucket list item: skiing in the Alps (!!)

But of course, I was also looking at the typography.

The biggest trend I noticed? Play.

Even when the type was technically a classic sans serif (like the awning for Bistro Douce France), the letters felt like they were bouncing or jumping. There was movement.

And the amount of cursive and script typography everywhere! On signage, menus, storefronts, ironwork, even out of rope (see below!). It felt natural (at least in France!)

Pure speculation: I wonder if that comfort with script has something to do with how common handwritten French is. You see it constantly on restaurant menus and chalkboards. It’s expressive. Personal. A little imperfect.

There’s a handmade quality to both the food and the design, and it's delicious.