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Best Wishes Branding - Grand Rapids, Michigan

I think one of the hardest things I've done is brand one of my very best friends. We worked collectively to build this brand together, as artists, as designers but mostly as friends. Kelsey, formerly of Honey and the Hive, wanted to create a business that she has grown into and not from what she was. From that Best Wishes was born, curated offerings by Kelsey DeLange.

Kelsey is a Michigan-based illustrator and creator of the art and lifestyle brand, Best Wishes. She specializes in whimsical, uplifting illustrations that blend imagery from nature, animals, and the stars, with powerful hand-lettered messages that inspire you to turn inward, practice mindful living, and celebrate your divine power. Her work has been featured by various outlets such as Buzzfeed, Hello Giggles, Modcloth, and Martha Stewart, to name a few.

I want something that feels mystical and mature at the same time. I worry about a logo being too busy just because my art is quite busy and I don't want the two things to clash when placed next to each other.

So happy to introduce you to Best Wishes, born from a year of self discovery.

The yin yang symbol was a very important component to Kelsey's brand. The symbol describes how seemingly opposite or contrary forces may actually be complementary, interconnected, and interdependent in the natural world, and how they may give rise to each other as they interrelate to one another.

Not only did we create an eye using the symbol inside of it for a mark, but I also created an abstract version in the B and the W and how they connect with each other and also apart from each other.

When creating this brand she really wanted a mature feminine approach but still adding a touch of playfulness to it. So a script version was created to balance out the brand, almost circling back to the symbol of the yin yang - with one comes the other. I love that the hand lettered script best wishes takes on the signature, something Kelsey always ends her emails with - best wishes, Kelsey.

I love the idea of using both and combining the brand mark of the eye inside of the hand. When it came to me to fit them together I knew it was the one. If you've ever met Kelsey, this brand just feels appropriately hers.


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