EXP DATE
4/16/2023
HI, WE ARE
CONTACT
Jordis Small
Creative Director
[email protected]
310.418.6287
20341 Eastwood Ave.
Torrance CA 90503
stellendesign.com
PREPARED FOR
Elizabeth Hause
PROJECT
Logo Design and Branding
STELLEN DESIGN
Proposal
What is needed…
SITUATION
It’s time for a re-fresh! As a South Bay native, I have been able to see the city evolve over the years. With that comes the evolution of the city logo and brand identity.
To accurately interpret what the logo mark will be for the city we will conduct a series of interviews with stakeholders as well as fellow locals. We want to be able to to show an accurate depiction of the city all within a visual mark.
BRANDING
OBJECTIVES
What we plan to accomplish
• Research and audit the city to construct a detailed
discovery.
• Create a visual identity that will accurately represent the city.
• Document the brand and the visual identity to maintain brand equity and stay on course.
VALUE
The value of meeting our objectives
• The logo designs presented will embody what the city has to offer and all other creative assets will also be in alignment with our findings.
• Having a polished and professional brand for the city that feels relevant for today and tomorrow will show the community the city is alive and thriving. It will promote pride amongst its residents. • Having a properly documented brand gives legs to the idea in your head. It will not only excite the community, but it will maintain brand integrity for years to come.
Our Process
PHASE 1: DISCOVERY
BRANDING
PHASE 2: DESIGN PHASE 3: EXPANSION PHASE 4: DOCUMENT
- We listen, we workshop, and we
plan. This step sets us up for
success throughout the rest of
our engagement.
- We start all our logo designs with
traditional pencil and paper
before taking it to the computer
and present the best of the best
to you.
- It’s always more than a logo that
makes up a brand. During the
expansion phase we are crafting
and curating all other
deliverables besides the logo.
- We like to ensure you are set up
for success with your brand by
providing a detailed brand guide
on how to utilize your new
assets. We also believe in
handing over all working files so
you have them for the future!
Jordis Small
BRANDING
CREATIVE DIRECTOR
BIO
Jordis Small formerly Jordis Mosley, is a wife, mother, designer, and lifelong creative. She got her start in Fashion by attending FIDM in Los Angeles and working as a fashion designer. After working in the industry, she found it was not as creative as she thought it would be and knew she had to pivot. She then began working as a graphic designer in the action sports industry at Body Glove and fell in love with it. Working in action sports brought together her love of adventure with creativity.
She worked as an in-house designer for several years before taking a leap of faith and opening her own branding agency. Her background in fashion gives her an upper hand when it comes to brand development and identity design.
She takes pride in the work we produce and personally oversees all creative direction as well as takes on all branding agency projects herself. Logo and brand design projects are what make her tick.
As a California native, she loves snowboarding, riding dirt bikes, running at the beach, and being outside. She loves to travel and experience new things with her family.
She has a passion for design and is absolutely in love with her job as she thrives on creativity. She says “there is no greater feeling than helping someone see their vision come to fruition.” She also lives by the words of another designer, Aaron Draplin, "do good work for good people".
A SOUTH BAY NATIVE
Jordis was born at South Bay Hospital in Redondo Beach and raised in West Torrance CA. Her ties to the community are strong…she is a second-generation graduate from West Torrance High School and her husband a is a second-generation graduate from Redondo Union High School. Her first job was working at Dive N’ Surf in Redondo. She went on to work at HT Grill in the riviera and eventually Body Glove International. She and her husband bought a house in Lomita CA in 2021 with hopes of moving to Redondo one day in the future.
She would be honored to be a part of this project.
Meet the talented people that make it happen.
Carolina VanGilder
PROJECT MANAGER
Carolina VanGilder is the coordinator, facilitator, and scheduler for all Stellen Design projects. She communicates with clients about everything from contracts and payments to design edits and revisions. She helps keep the logistics on point so Stellen Design can live up to their reputation of producing great quality, imaginative work.
You will get to know Carolina very well through our process.
Carolyn Packard
DESIGNER
Carolyn Packard has been working with Stellen Design for 4 years.
Her 13 years of experience as a designer have provided her with valuable insight into effectively communicating and interpreting design needs of her clients. Carolyn knows the value of building lasting business relationships and creating good, functional design.
She handles production design as well as concept design for Stellen Design.
BRANDING
Supporting Team
Don’t worry, this isn’t our first rodeo. Here are some of the companies we are honored to have called clients.
BRANDING
Clients
ICAN: California Abilities Network
Non profit
Scott Elliott, Executive Director
310.408.7344
[email protected]
ICAN helps adults with disabilities find jobs as well as hosts camps, day programs, and life skills courses. They are a fantastic nonprofit and have become an ongoing retainer client of Stellen Design.
When they came to us they had a logo but wanted to update it.
They also lacked a brand guide which lead to a lot of
employees DIY’ing marketing assets which, while can be
helpful, can dilute the brand over time.
We freshened up the look and gave them a solid set of brand standards to work off.
We are proud of their growth over the years we have worked with them. They are now opening their 3rd location in Redondo Beach.
You can view more work we have done for ICAN on their
website: ICAN.org
BRANDING
Our Work
PRIMARY LOGO
BRAND COLORS
Ombre Sea Foam Teal True Blue Medium Blue
FONTS
BODY COPY - POPPINS
H2 - POPPINS SEMIBOLD
Body CopyLorem ipsum Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril dele
ADA BODY COPY
Body CopyLorem ipsum Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril dele Lorem ipsum Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim autem.
Headline - POPPINS SEMIBOLD
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy.
H3 - POPPINS SEMIBOLD
Lorem ipsum Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim.
Denim
Navy Deep Navy Black Slate Grey Snow Peach
01_Primary Logo
CONTRAST RATIO
LOGOS
02_Wordmark 03_Stacked Wordmark 04_Horizontal Wordmark
05_ICAN Bubble 06_ICAN Bubble Small 07_ICAN Wordmark 08_Logomark Accessible Text Color Pairing
Black on 525252 Contrast Ratio 2:1 Poor
Black on 122535 Contrast Ratio 1:1 Poor
Black on 002856 Contrast Ratio 1.44:1 Poor
Black on 005E8A Contrast Ratio 2.97:1 Poor
Black on 0674bc Contrast Ratio 4:1 Poor
Black on 69BEE6 Contrast Ratio 10:1 Good
Black ON D5EBEB Contrast Ratio 15:1 Great
Black on 82CFCD Contrast Ratio 17:1 Great
Black ON FAFAFA Contrast Ratio 20:1 Great
Black on F0CEC1 Contrast Ratio 14:1 Great
Accessible Text Color Pairing
White on 525252 Contrast Ratio 7:1 Good
White on 122535 Contrast Ratio 16:1 Great
White on 002856 Contrast Ratio 15:1 Great
White on 005E8A Contrast Ratio 7:1 Good
White on 0674bc Contrast Ratio 5:1 Poor
White on 69BEE6 Contrast Ratio 2:1 Poor
White on D5EBEB Contrast Ratio 1:1 Poor
White on 82CFCD Contrast Ratio 1.79:1 Poor
White on FAFAFA Contrast Ratio 1.04:1 Poor
White on F0CEC1 Contrast Ratio 1.41:1 Poor
Old Logos
Every Day Action
Non profit
Hillary Cohen, Founder
860.997.3488
[email protected]
Every Day Action is a 501(c)(3) nonprofit organization working to re-allocate the food waste on film sets directly to those living on the streets of Los Angeles, Long Beach, and the San
Fernando Valley. Founded and run by two DGA Assistant
Directors, donating leftover food from production has never been easier.
We were hired to create a logo for the brand when they were in the beginning stages. We were their first logo so
unfortunately there is no “before and after” for this one. We have since supported them in their graphic needs and Jordis is a member of their board.
Every Day Action was recently backed by Whole Foods in their non profit partnership program.
BRANDING
Our Work
Pacific Ocean Charters
Service
Kailyn Provin, Founder
310.386.4991
[email protected]
Pacific Ocean Charters is a boat charter company out of King Harbor specializing in sea burials. They came to us in need of some brand development. We were tasked with creating a
logo that appeals to the “ideal” client, a family in mourning, without deterring clients from other markets they work in such as environmental tours and photoshoots.
We created a whale logo design for them since a whale is a symbol of life. The whale logo is a calming symbol for families grieving but also appeals to other charter guests since it’s not a religious symbol.
We were the first hire on this brand as well so no before and afters.
You can view more of our work for Pacific Ocean Charter here.
BRANDING
Our Work
Before and Afters…
BRANDING
Our Work
Studio & Network Events
Event Guest List | RSVP | Ticketing & Seating Management Scope
BRANDING
WHAT IS NEXT?
Once we get the green light,
Carolina will get you onboarded as a
client and after that, we schedule our
official kick off call and set your
timeline.
PAYMENTS
4 payments of 3,025 broken up
throughout our engagement.
WHEN IT’S OVER…
We never leave our clients high and
dry! We love to build continued
relationships and are able to work on
a per project basis or take you on as
a retainer client.
STRATEGY AND PLANNING (2,850)
- 3 hours of strategy planning with city
representatives
- 4 (20 min) interviews conducted by Stellen
Design
- Market Research, Discovery, Audit &
Competitive Analysis
- 3 Resident Archetypes
- We Are Statements
- We Are Not Statement
CREATIVE (6,000)
- 2 Brand Directions to choose from
- 3 logo designs with applications based on the
chosen direction
- 5 rounds of revisions to the chosen logo design
- Final Exports in EPS, JPEG, PNG, AI, SVG, etc
- Fonts & Colors (2 color pallet options to choose
from and purchasing a license for the fonts if
necessary)
- 4 additional brand supporting items, each with 2
rounds of revisions (example: social media
templates, business card, letterhead, etc)
DOCUMENTING / DELIVERING /
CONSULTING (3,250)
- Upon completion of the project, we will hand over a 20 page brand guide documenting all our work and everything that makes your brand, your brand
- All final files will also be shared in both print / digital ready formats as well as working live files.
- 5 hours of meeting / consulting time throughout our
engagement (not including the planning time)
- Off boarding video
INVESTMENT / TIMELINE
- 4 payments of $3,025 (12,100 total)
- We usually allot 10 weeks for this scope but if
we work closely we could do 8 weeks
OUT OF SCOPE
- In the event we need to go out of scope for any reason, you (the client) will be notified prior to reaching that point. If out of scope edits or work are needed they will be billed either flat rate at an agreed upon rate or hourly at $200 per hour with an estimate of hours given prior. We never like surprise billing!
REVIEW MEETING
ALL ASSETS
BRAND STRATEGY
SESSIONS
Timeline
BRANDING
REVIEW MEETING
OF LOGO
KICK OFF
STRATEGY
SESSION LOGO
DESIGNS
START
PHASE 1: TWO WEEKS
LOGO
FINALIZED
TYPOGRAPHY
COLORS
IMAGERY
EXPANSION OF ALL
ASSETS OUTLINED
PHASE 3: THREE WEEKS
PHASE 2: TWO WEEKS
ALL DELIVERABLES
FINALIZED
BRAND GUIDE
PREPARED
REVIEW MEETING
FINAL DELIVERABLES
Happy Dance, you
have a brand!!
Total timeline for your project is 8-10 weeks with 5 hours of consultation time.
Based on your start date we will provide a more detailed timeline for the project. We will set milestones throughout the project. We require feedback within 48 hours to meet our target deadline unless discussed otherwise.
PHASE 4: TWO WEEKS
From our past clients…
BRANDING
“I looked at over a thousand logo design and branding websites. Stellen stood out because there's so much originality and sophistication in their designs. This is the kind of impactful and clean branding that stands the test of time and works in any medium. And the entire team is pleasant to work with. I always felt they genuinely cared that I was happy and that the results were high quality. I'm really glad I found this company because I don't ever need to search anywhere else for my design needs.”
JOSH BURK
HONEYCOMB HR
"This brand is the backbone of my business, it’s incredible and can’t wait to share it with my staff. I could tell Jordis is really invested in her work and takes a lot of pride in what she does and that is hard to find these days.”
ELIJAH SAFFORD
ACEQ RESTAURANT
“We get told by potential clients all the time, they called us because they liked our website. On top of that, the type of clients we are attacking are exactly the type of people we want to be working with. I guess you could say our brand is working.”
NATHAN DAIL
WORRY FREE BNB
THANK
YOU
MORE ABOUT US • WWW.STELLENDESIGN.COM
@STELLENDESIGN
THANK
YOU
MORE ABOUT US • WWW.STELLENDESIGN.COM
@STELLENDESIGN