Brand identity project for “Fit + Flatter”, a new web tool and app created by fashion designer Malina Padgett. The app/tool allows women to choose clothing based on their body shape. I had the task of designing a logo, business card and letterhead design. Learn about the creative process by viewing the section below.
Every once in awhile a client surprises me by offering a very workable creative suggestion. This was one of those projects. Of the logo concepts I had presented to the client, one included stitch lines like those shown in the previews above. The client had the brilliant idea to intersect a vertical and horizontal stitch to create the “+” in “Fit + Flatter”. This was a great reminder to never rule out non-designer creative input.