Nina Hendrick inspires and assists women in creating meaningful, intentional homes through simple guidance and encouragement. To become a further trusted resource when it comes to home design, by creating an extensive membership offering, a podcast series, video content and books. To offer guidance in a friendly and relaxed manner, proving home decor + design doesn’t have to be overwhelming. 

Target audience

Women ages 30-40, typically with younger children. Those who are stylish and have good taste but don’t necessarily have the time or know-how to translate that style + taste into their own homes. They aspire to be the go-to spot for gatherings and would love advice from someone they trust on how to put their home together nicely to create a space they truly enjoy. They frequently shop at stores like Target and Anthropologie. 

Initial project sketches

Initial project sketches




Nina Hendrick’s needs a brand identity that clearly speaks to her ideal target audience and at the same time conveys a sense of encouragement and attention to detail.

The Nina Hendrick primary logo offers readers a glimpse into what the brand as a whole has to offer; professional and detailed home decor + design posts that are well-thought out, simple and inspiring. The more modern serif creates a classic and refined, yet relaxed and friendly vibe. Paired with the clean lines of the sans serif detailing; the primary logo displays intentional and thoughtful design.

The secondary marks allow for diversity within the brand to be used throughout various brand components — whether in a tagline layout, as a simplified version or as a monogram. The secondary brand illustration represents a vintage keyhole (a 13th century Gothic ornamental lock mounting to be exact) – this pays homage to home decor + design as a whole, but also represents the way Nina welcomes readers / guests into her own home and to be a part of her community (unlocking content via membership).

Overall, the primary logo and secondary marks communicate an inspiring and welcoming vibe, with a nod to the detailed and knowledgable posts + encouraging community that Nina Hendrick will become known for.




The color palette is an updated version of the colors readers already know; pale french blue, navy, charcoal and cream. These colors evoke the relaxed New England vibe and pair perfectly with Nina’s photography.


Photography, graphic elements and patterns are a unique opportunity to channel a brand's essence into something that will take the identity to the next level. Through this application, you can envision how the color, type, photography and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context.

The patterns allow for exciting textures to create a cohesive look (and further emphasize the relaxed, friendly New England vibe) across printed pieces such as worksheets, or digital items such as the website. The patterns can be used as an extra detail to make readers or community member’s smile and show Nina’s intentional attention to detail.

Overall, the brand identity creates an inspiring and welcoming vibe, with a nod to the detailed and knowledgable posts + encouraging community that Nina Hendrick will become known for.



Below are the collateral pieces for Nina Hendrick – a sample PDF template, 5 custom icons and social media graphics shown as Facebook profile + banner.



5 Custom Icons


Social Graphics