Services: art direction, logo, branding, graphic design, web design
Strange Mystics is a new one man brand dedicated to offering divination tools such as tarot decks, artwork and building a community of like minded individuals who have interests around topics like poetry, art, the metaphysical, divination and mystical places to visit around the world.
Logo design
The Strange Mystics logo is meant to feel personal. I used a font that felt timeless, handwritten and a little 'strange'. I wanted the logo to be recognizable and something that would stand out amongst the competition of modern font styles and geometric shapes. The owl, which I illustrated by hand, represents wisdom, independence and solitude.
Color palette
Creating the color palette was one of my favorite parts of the branding process. The colors are rich and all carry significant meanings and fit perfectly into the world of Strange Mystics.
Art direction / Brand guidelines
Building this brand from scratch was a challenge, the way I started the process was collecting information of the demographic, brand mission, goals, and mood boards to give me the overall essence of the brand. From there I built the logo, color palette, custom hand drawn icons, patterns, custom font, curated photography, and a few other things like personas, strategy and brand voice.
Website
When it came to the website, it was important to instantly transport the viewer into the Strange Mystics world, not in a flashy sense but a calm welcoming one. I of course incorporated the new brand guidelines which made the website feel like an extension of the guidelines, which was the goal. Some pages like the artwork page are meant to feel more eclectic and like a collection of art that was collected from different places at different times.
Strategy
Building out the strategy consisted of measuring and prioritizing things like time management, goals, and objectives for the upcoming product launches and brand visibility. Both online and in person.