Rachael Hayton Art

The Scope

When Rachael approached me, she was looking for a personal brand that aligned with her art style and personality. The project included a full brand identity with logo development, colour and typography selection, business stationery, a website refresh and print marketing material.

She wanted a polished identity that stayed consistent across her website, social platforms and promotional pieces. The brand needed to reflect her bright personality while complementing and elevating her soft pastel artworks.

The Concept

To understand Rachael's creative direction, we explored her process, personal goals and preferred techniques. Working with another creative meant listening closely to her artistic language and interpreting it through design choices that felt authentic to her practice. Her passion for fine art and the way she approaches detail became the foundation for a concept that felt both expressive and refined.

The brandmark was originally inspired by the scales of a dragon, a subject that appeared in her earlier work and still holds meaning in her creative story. Like most art, it remains open to interpretation. The shapes also resemble a flower or a whale's tail, adding a balance of delicacy and strength. This mirrors a technique used in fine art called lost and found edges.

Lost and found edges use sharp and soft transitions to create depth, focus and realism. It's a method seen throughout classical works where hard edges catch the light and softer transitions fall gently into shadow. Translating this principle into a brandmark created a symbol that feels intentional and full of movement.

The full set of brand assets includes an emblem style logo, a stand alone brandmark and a signature. Each element works independently and can be combined depending on the application. For colour, we selected a bright yellow inspired by sunlight, a soft black drawn from the way shadows fall across her work and a warm white that gives her vibrant artwork room to breathe without competing.

Website Refresh

The refreshed website applied the new identity across layout, typography and imagery to create a cohesive online presence. The goal was to let her artwork remain the hero while supporting it with a clean structure, accessible navigation and brand elements that feel calm and confident.

Together, the identity, website and print materials form a brand system that reflects Rachael's artistry and supports her as she continues to grow her presence as a fine artist.

Testimonial

Kirstin is amazing - She just gets it and has this amazing way of turning your brand vibe into visuals that feel totally "you." Her work is creative, emotional, and spot-on every time. If you want someone who truly captures your brand's feel, she's your go-to.

– Rachael Hayton, Soft Pastel Artist