Branding & Process

When I was brainstorming my visual identity, I wanted to incorporate my personality as well as functionality into the design. It was important to me to design something that was easily transferable at multiple sizes, and onto multiple applications. I decided a rectangular shape to encompass my name would be the best solution for this- geometric shapes transfer well to most designs.  I add many illustrated elements to my designs, so a hand-sketched element was important to my identity. I sketched many iterations before taking the logotype into illustrator where I finished the design. 


I decided to use my full name, Madeline, for my logotype. The way "made" and "line" divides is visually balanced. As well, I thought the separate words "made" and "line" also reflected design terminology and brought to mind the act of creation.

When creating further branding materials for my website, I wanted to reflect different passions and skill sets of mine. I love photography, collage and multimedia, so I created an animated collage using pieces of photographs I have taken to showcase this.