Katrilee logo design

The goal was to create a brand that was playful, bold & fun within the socials that Katrina followed, loved and lived by.




Project Type

Branding an Etsy start-up for a product company, DIY earrings


Katrina Sheldon Founder

My Contribution

Creative direction
Brand development
Brand identity (logos)
Brand style guidelines


Stylescapes to discover the brand tone, voice & direction. We identified Katrina’s ideal consumers.

Part of the logo development is trying out different ideas, they don’t always stick. I find at the start it can be overwhelming, I just stick to the process (I say that a lot).

Katrilee Pantones colours

We decided on these colours as they represented playfulness, boldness & fun, the three main focal points of the brands voice. 

Opened style guide book and wrapping paper

Brand style guide sounds a little formal here but the shoe fits. A playful company still needs to stay on track, it’s easy to get lost amongst social media and Etsy and just being badass. This booklet prevents that. Minus the badass!

This was a fun & freeing project. I love the juicy direction we took. What I really liked personally is that I wouldn’t be the ‘go to’ designer to do this style, it challenged me, which is something I’m always searching for. Any style is achieved with a good process & discovery.

Katrilee stickers and round logo

Chris understood my brand from the first conversation we had. He created a logo package and in depth style guide which included packaging design, colour palettes and photography guides. Happy with his work is an understatement!

Katrina · Founder


Camo Coffee brand logo in orange.
Enquires, feedback, collabs, music and tv suggestions are welcomed