Valerie Damen
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Doughnut Party

Client: Doughnut Party
Services Provided: Graphic Design

 

With careful consideration for each letter’s imperfections and quirks, I strategically crafted the script by hand — keeping the logo as authentic to the sketch as possible. 

 

Doughnut Party

Client: Doughnut Party
Services Provided: Graphic Design

Overview

A few months before Doughnut Party officially opened shop, the owners — Matthew and Simon — approached me with a few projects that needed to be brought to life digitally.

Challenges

I faced one main challenge during the production of this project:

1. Filling the previous designer's shoes. Since the brand was already partially developed, I had to quickly get acquainted with their established identity and seamlessly extend the visuals into new formats.

Solution

Before I was officially hired as Doughnut Party's "go-to" freelance designer, Matthew and Simon needed to get to know me a bit more — they wanted to get a feel for my communication skills and work ethic before they handed off their baby to me. We met a few times over coffee and chatted about the brand, their vision/goals, and thoroughly discussed my skillsets and processes. When we finally felt that we were on the same page, they assigned me to my first project where I was asked to build script from a handwritten sketch that they drew. I imported their sketch into Illustrator and crafted the letters on a separate layer. With careful consideration for each letter's imperfections and quirks, I strategically crafted the script by hand — keeping the logo as authentic to the sketch as possible.

When the script was well refined and complete, I sent Matthew and Simon their first proof, where they were blown away by my attention to detail and quick turnaround. After careful review, they requested to apply a few tweaks — knowing that we were slightly shifting away from the original sketch (the 'N' was disconnected from the 'H' and the 'Y' was stylized using a new approach).

After the approval stage, I exported the logo into an EPS format and sent that off to Matthew and Simon, where they hired an external vendor to build the logo into a giant neon sign that currently hangs on their shop's main back wall.

Production

All the hard work that I invested into Doughnut Party's script ended up gaining Matthew and Simon's trust — resulting in them leaning on me for a bunch of other cool design projects such as pin card, gift card, retractable banner, window vinyl, and t-shirt design.