Lipstick Diamonds and Stilettos Branding and Signage

A New Retail Experience


Lipstick Diamonds & Stilettos is a start-up that builds retail partnerships for new shopping experiences. Retailers get exclusive opportunities and customers get the VIP experience. Natalia, the founder and CEO, had two events scheduled with sponsors lined up. She needed a logo and signage ASAP.

My Role


Brand Strategy

Logo Design

Illustration

Typography

Art Production

Collaborators


Natalia Peralta: Founder and CEO, Lipstick Diamonds & Stilettos

Lipstick Diamonds and Stilettos logo by Katie Wasserman
Lipstick Diamonds and Stilettos signage art by Katie Wasserman
Lipstick Diamonds and Stilettos signage art by Katie Wasserman
Lipstick Diamonds and Stilettos signage art by Katie Wasserman
Lipstick Diamonds and Stilettos signage art by Katie Wasserman
Lipstick Diamonds and Stilettos signage art by Katie Wasserman
Lipstick Diamonds and Stilettos signage art by Katie Wasserman
Lipstick Diamonds and Stilettos signage art by Katie Wasserman

Branding from Scratch


The brand name was all set, but that was it. I started sketching logos right away. I sketched monograms, letters, and various lipstick and diamond shapes in various configurations. The most successful combination was a pair of lips, a diamond, and a stiletto stacked on top of eachother. The shapes complimented eachother and the overprint complimented the shapes.

The nest step was creating patterns and graphic elements to round out the visual language of the brand. The logo, with its flat silhouetted shapes and exaggerated overprint, had a '60s pop art look and feel to it. I kept my visual explorations within this theme and chose the two most successful patterns. The square pattern directly references acid blotter paper. The kaleidoscope pattern started with an octagonal Moroccan tile pattern, but substituting the lips and diamond shapes for the tiles produced a kaleidoscopic effect. Both patterns are mind expanding.

Choosing the typography was next. I chose my own typeface Chicago Gothic because of its '60s inspiration. It is a contemporary rework of the underrated '60s classic, Metropol by Nebiolo. Metropol was realeased in the mid '60s as a more elegant alternative to Impact. Similar proportions. No extreme stroke-width contrast or distortion.

I designed the signage and did my own art production: printing, cutting, mounting, and laminating.

Successes and Achievements


The logo translated well to large-scale signage and small-scale social media avatars. The client was instantly happy with it. "I love it!" she said. I was just speechless. I had prepared a presentation to defend why this logo was the best choice, but I totally unprepared for instant approval.

Lessons Learned


It's hard to give a design the love it deserves under extreme deadlines. There are always trade-offs, split-second decisions, and learning in hind-sight.

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