MELANIE FRANCIS

Melanie Francis is a Chicago-based wardrobe and prop stylist with a meticulous eye for detail and passion for storytelling. The brand identity was to be modern and elegant, yet quirky and fun. Custom letterforms inspired by a classic typeface were created for the logotype while a complementary modern typeface was used for the tagline. The practical and friendly lowercase was juxtaposed with the splendor and distinctiveness of the imagery. Five defining photographs were chosen to represent Melanie’s niches—wardrobe, kids, product, cosmetics and set props—and adopted as the brand’s focal point.