Joseph De Sanze Brand Story
Joseph came to the studio in search of creating an elegant, eclectic, and approachable branded experience in the art world. Joseph De Sanze aims to create art that conveys the beauty of human diversity, emotions, connections, and stories. Read on for information about the design direction, and story of his art brand.
A BRIEF HISTORY
Through art, Joseph delves into the complexities, diversities, and beauties of the human experience. Each piece of his work is a journey, exploring the depths of emotion, the richness of connection, and the nuances of existence.
Joseph was reminded of the impermanence of life at the age of 24 when he was struck by lightning. That experience inspired a richer creative process more inclusive of channeling the energy and humanness of his muses.
His art is meant to be a shared experience that inspires community, bringing people together in public spaces.
THE DESIGN PROCESS
TYPOGRAPHY & COLOR
What sets Fino Sans apart is its ability to evoke a sense of timelessness and sophistication, much like the ornate lines and curves that inspired the concept. Just as those shapes reflect a bygone era of architecture, Fino Sans channels a sense of classic elegance while remaining firmly rooted in the contemporary.
1 - Contrasting weight within the letters lend to fluidity & movement. the stem being thicker feels grounded & viewed as foundational. the tails thinner and offer a more delicate appearance.
2 - Sans-serif fonts are modern. varying letters carry a tiny serif-like feel that lend to a more luxury or elevated look without making the typeface feel vintage or dated.
3 - Adjustment of space is carefully optimized with little to no added effort. provides optimal legibility across different text settings and sizes.
4 - Height of typeface is uniform providing a clean look that lends itself to optimal legibility across different sizes, scales, and mediums.
PATTERN: The first step started with conceptualizing a pattern. I wanted to create something dynamic yet harmonious, complex yet approachable. It landed on something that is interconnected and relies on negative space as much as it relies on the shape itself. The pattern guided every iteration and variation.
SHAPE: The shape of the logo communicates a lot about the vibe of a brand. This choice was deliberate and nuanced. Prioritizing movement, and gentle, organic curves which lend to its approachability. Maintaining the abstract look and feel by stepping outside of the confines of a geometric-shaped logo.
DETAILS: The energy and optimism of the logo lies in the details. It embodies a commitment to growth, innovation, and the pursuit of excellence which feels relevant to the art industry - and speaks to the work - symbolism that is captivating, and translates well for people in search of purchasing or commissioning pieces.
MOOD & DIRECTION
We wanted to translate the passion, positivity and enthusiasm and communicate the ways Joseph inject those values into his art. We aimed to design something that felt feminine and approachable, with a hint of luxury.
Our first step was to hone in on some keywords that exemplified the core qualities of his vision. In this case, we wanted to convey an eclectic, opulent, refined academia look and blend that with a regal, romanticized, elevated yet abstract street style feeling.
We pulled inspo from images that feel energized, where the lines and curves tell a story of both craftsmanship and innovation. There is a vibrant, regal, and timeless elegance pulled from architecture and ornate furnishings. As well as the excitement, energy and curvature of organic, abstract shapes.
COLOR PALETTE:
Orange - Rich and intense, evoking feelings of energy, vitality, and warmth. It can bring a sense of excitement and enthusiasm.
Pink- Exudes a sense of sophistication and mystery, with a subtle richness that adds depth. Evokes feelings of elegance, creativity, and introspection.
White - Nearly white with just a hint of warmth, leaning towards a soft, off-white tone. Noted as "whisper-soft" or "subtle," as it lacks the starkness of pure white but still retains a clean and airy feel - soft contrast to balance the rest of the bold palette.
Purple - A sense of mystery, elegance, and sophistication. Carries an aura of depth and intensity, evoking feelings of intrigue and allure. Adds depth and drama.
Yellow - Warm and luminous hue that exudes richness and sophistication. Resembles the gleaming warmth of precious metals like gold, evoking feelings of luxury, prosperity, and elegance. Adds allure and commands attention.
THE DESIGN BREAKDOWN
Skyla S.
I have been working with Studio Vella Design from the start and if there’s anyone who believes in me and my business…it’s her 💯. Thank you for giving me the push, support, and inspiration I need to get things rolling again. I truly couldn’t have done it without you!
Skyla’s love for tea also expanded into creating her very own tea blends. Tweedle Dee Tea is currently located at Yokota Air Force Base in Tokyo, Japan. If you are a knower or lover of this country, you understand how seasonal everything is. Skyla wanted to implement the beauty of seasons and change into her business model.
Her tea blends and fresh baked goods are inspired by seasons, festivals, holidays, astrology, and more. Meaning, regardless of when or how many times you book a tea party or picnic with Tweedle Dee Tea, you’re bound to never have the same experience twice.
Brand Identity Continued
The structure of our society tends to prioritize our romantic, monogamous relationships over sustaining our platonic ones.
In the military community, especially as spouses stationed overseas, we often take on the full time, domestic, and unpaid labor to sustain the home and the family. It’s hard for us to maintain our relationships outside of domestic duties we take on. It’s especially difficult for us to build and maintain our careers as military spouses overseas.
Skyla, and Tweedle Dee Tea bring an empowered vibe to what it means to be a spouse, a stay at home mom, friend, and successful entrepreneur.
Her business model is entirely built on maintaining the relationship with your friends. Making for the experience to be simple, and the memories everlasting.
(she also included me in her brand photo shoot and I had one heck of a time!)
Skyla is a wonderful business owner, and an even more remarkable friend.