Objective

A working performer presents, sings and records voiceover. To a booker those are three different products with three different buying decisions, and the instinct is to build three shopfronts.

The problem with that is the thing being sold. A performer is booked because of who they are, not which category they filed themselves under, and a brand split three ways stops answering the only question that matters.

Creative response

Brand identity and website design, direct to the client.

• Naming. The rounds run under two names, the full name and the short one. Shelle is what the finished brand and the website were built on
• Wordmark exploration. Serif and script treatments across two colourways, then a second sheet working a single direction through four variants
• Logotype round. Five treatments, condensed sans, script, mixed weight, all-caps reverse, each set against its own colour palette rather than shown in isolation
• The chosen mark. A script Shelle against a lighter grey Luscombe, so the short name leads and the full name is still there to be read
• Three website concepts. One resolves the three-disciplines problem directly, carrying Presenter, Singer and Voiceover as three routes off a single identity rather than three sites

The colour palette sits beside each logotype in the presentation rather than on a separate sheet. That is a small decision that does most of the work: a mark and a palette are one choice, and showing them apart invites a client to mix a wordmark they like with a colour they like and end up with neither.

The three-discipline split was solved in navigation rather than in the identity. One mark, one voice, three doors.

• Naming. The rounds run under two names, the full name and the short one. Shelle is what the finished brand and the website were built on
• Wordmark exploration. Serif and script treatments across two colourways, then a second sheet working a single direction through four variants
• Logotype round. Five treatments, condensed sans, script, mixed weight, all-caps reverse, each set against its own colour palette rather than shown in isolation
• The chosen mark. A script Shelle against a lighter grey Luscombe, so the short name leads and the full name is still there to be read
• Three website concepts. One resolves the three-disciplines problem directly, carrying Presenter, Singer and Voiceover as three routes off a single identity rather than three sites

The work