When I met singer/songwriter Maura Shaftoe, she needed Fetching Finn’s help re-defining her visual brand for an upcoming album.
Maura was smartly dressed, classy, and comfortable. She had a beautiful head of dark curls that I felt might be symbolic of a wild independence behind her poised demeanor. I was drawn in by Maura’s story and knew immediately that this was a lady I wanted to make proud with a fitting design.
I’ve always been a bit star-struck by anyone with singing chops. The possibility of having my work be a representation of Maura’s personal and performing style was so exciting, I had to keep reminding myself to treat it as I would approach any logo design. We spoke at length about her journey, craft, process, and inspirations. The words that kept coming to mind were compassion, mercy, forgiveness, openness, fragility, rawness, and authenticity. With double-exposure photography and the five elements of nature as a starting point, Maura’s Mood Board and visual style came to life!
I presented Maura with three initial concepts for her personal brand. We combined pieces of each for the final design: the loosely scripted M from the first concept, the branch texture from the second, and the straight font style from the third.
Adding color options in the orange, periwinkle, green, and grey color blend made the look even more unique.
Newsletter Template and Social Media Cover Art
We used Maura’s brand colors and some blurred bokeh effects for a mysterious and moody look on her newsletter template and social media cover art pieces. To contrast that, we also designed a lighter layout as an alternative.
The way the colors of Maura’s logo play against the background tones is captivating. The orange in the logo over a dark background ignites on the page. The logo on the lighter background feels airy and calm. I can’t think of another color palette that would react in this way, which is why it’s the perfect combination for Maura’s emotional lyrics and live performances. The visual branding we created appears to move and morph with Maura and the music.