Samantha Rachelle
Brand Strategist & Visual Designer for Distinctive Brands
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“Make it corporate, but with the Flower of Life.” A brief with both an agenda and a higher purpose. For AP SPIRES, interlocking geometry and stately serif lettering bring the two into rather good company.
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The brief was a THC drink brand with a lotus. Naturally, the two needed an introduction.
For Mantra Energy, the idea became a meeting of both: a lotus-inspired silhouette with the pointed leaves and intricate veins of cannabis. A little serenity, a fairly clear indication of what’s in the drink.
Classic serif lettering gave the detail something composed to sit beside. Botanical, balanced, and quite well behaved, considering.
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Apparently, designing my own logo meant establishing a House. Very restrained of me.
Inspired by family shields and crests, this identity grew from my first logo, my own creative direction, and a collaboration with ChatGPT. Yes, we’re crediting everyone involved. Even the one without a surname.
I brought the original design, the heritage references, and a fairly particular opinion on how it should feel. ChatGPT helped explore the direction and put words to the ideas behind it. I made the creative decisions—occasionally by announcing “absolutely not” until we got closer. Bringing it out of ChatGPT, into Adobe illustrator, back into ChatGPT, back into Adobe illustrator. Ah, tis was process.
The intertwined S and R make it personal. Which came from my original logo. The shield gives it structure, and the flourishes provide the entrance my initials apparently felt they deserved.
And before someone says “Harry Pottahhh”—family crests. Heritage. Legacy. Please put the wand down.
After ten years of shaping identities for others, this one carries my own name—and the intention to build something that lasts.
SR | House of Artistry. No inherited estate, unfortunately. Just a very considered crest.
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The Challenge: Make genealogy look cool
After reviewing the corporate looks genealogy has been presented as for many years; I wanted to make genealogy feel warm and cozy for Tanya’s clients. I wanted to make it feel familiar to those seeking for ancestry help. After all, research like this can bring families together, sometimes closer, and depending on the information found, it can become personal. I thought, 'there doesn’t need to be another corporation feel, but more so how she cares, loves, and educates her clients should be visually represented.”
I also wanted to make sure that genealogy would be receptive to a younger clientele also. Genealogy is cool and I wanted to help Tanya make it look cool.
With one request: "make it whimsical".....So, I created a whimsical logo — where it states it was ancestry but youthful. We chose cobalt blue and a golden yellow for trustworthiness and happiness for her main logo color schemes. Then, I ensured that the typography fit both her target audiences groups.... and she is very delighted.
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