Madeline Kendall
Ontwan Creates
May 2025
Ontwan Creates is a commissioned branding project for a handmade crochet business. The goal was to create a visual identity that reflects the personal, handcrafted nature of the products while appealing to a younger audience.
Client: Ontwan Creates
Works Done: Logo design, Custom illustration, Brand guidelines
001
IDEATION
I worked closely with the client to define the desired tone and visual direction. Based on this collaboration, I developed initial logo sketches that balanced softness and personality. The intention was to create a mark that felt approachable and expressive of the handmade process.
002
REFINE CONCEPTS
I refined the selected concept digitally, iterating based on client feedback. This stage focused on achieving clarity, cohesion, and scalability while maintaining the brand’s personality. Typography and illustration were carefully balanced to support both readability and character.
003
FINAL DESIGN
The final identity system includes a logo, color palette, and typography guidelines. I also designed a high-fidelity website mockup in Figma, using storytelling and emotional design choices to connect with the target audience and highlight the brand’s narrative.
