client
Storyworth
Year
2021
MY ROlE
Creative direction
Brand design
VISUAL IDENTITY
ART DIRECTION
Connecting people through stories
Storyworth is a service that helps people preserve their most meaningful memories and connect with loved ones through story.
Storyworth approached Paladar Studio to breathe new life into the Storyworth brand. I worked as the Brand Creative Director on the project alongside Paladar to rethink the Storyworth brand from the ground up with a new brand strategy and brand identity applied to core touch points across web, product, advertising, and packaging.
The goal was to bring a new brand to life—one that would continue to inspire connection for even more people—connection to their lives, to the past, to family, to friends, and each other.
Strategy
Defining a new chapter for Storyworth
The brand process started with a deep dive of the product, company, industry and audience lead by Kelsey Aroian. What came through this work was just how much power stories have and how we wanted Storyworth to be an invitation to remember and connect. We built the brand around a new brand purpose: To inspire connection through story and 4 key attributes that are unique to the Storyworth experience: a safe keeper, a spark, a thoughtful guide, and a warm embrace.
VISUAL IDENTITY
A new logo
Storyworth’s new logo was designed to feel classic yet fresh, with scaleable details that would allow it to live on the spine of a book or on a large outdoor ad campaign. I collaborated with Ryan Prudhomme to bring the logo to life.
visual Identity
The core elements of the brand
To craft the visual identity, we pulled inspiration from the history of bookmaking and editorial layouts. Typography scale and layout play add visual interest and are a nod to that visual research. To create a sense of a warm embrace and a spark, we developed a dynamic, painterly illustration style and emotive photography. Bringing it all together creates a brand that is uniquely Storyworth.
verbal Identity
Giving a voice to Storyworth
In addition to the look and feel of Storyworth, we worked with Danielle LaRoy to create a new voice for the Storyworth brand. We laid out a foundation for voice and tone and a robust messaging framework to use in everything from marketing campaigns to customer support messages.
Art direction
Illustration and photography
Photography and illustration are a core part of the Storyworth brand. I established the look of the brand illustrations and helped art directed a library of whimsical, colorful illustrations from Charlotte Trounce to inspire stories to leap off of the screen. The illustrations bring us back to memories of family, community, traveling, and falling in love for the first time.
We produced a photoshoot focused around storytellers and their books. I worked on set to art direct the brand photography alongside the incredible photographer duo, Describe the Fauna.
Brand Launch
Bringing it all to life
After we finalized the identity, we set out to apply the brand to the most important customer touchpoints for Storyworth: a new homepage, emails, packaging, and book covers. With Vanessa Koch and Cori Corinne leading the way, I helped oversee design and implementation for launch.
