Jazmine Kardell

brand identity  consulting

When a colleague from the International Feng Shui Guild contacted me asking if I could help one of her graduating students with logo design, I was thrilled! To serve like-minded individuals and women entrepreneurs in my holistic industry is my happy center. I was delighted to welcome Jazmine Kardell as a new client. Jazmine is a real estate consultant and Feng Shui practitioner.

During the beginning phase of a brand identity project, I ask key questions which help facilitate my creative process. I gained a lot of insight from the client’s responses. In Jazmine’s case, I wanted to know where she’s heading in her career, what her joys, values, and inspirations are, and fundamentally, how she saw herself as a leader in her industry and community. My vision of Jazmine was clear: she’s a dedicated, driven, intelligent, resilient, compassionate person with a refined, classic style.

When I began working on ideas for her logo, I presented various design concepts that conveyed symbols of mountains, solidity, and strength. What was most astonishing is that when I designed her initials using calligraphy brush stokes, the letters transformed to the Chinese characters for “shui,” which means water – It was brilliant!

In Feng Shui, the element of Water represents, abundance, fluidity, money. The Water Element corresponds to the Career and Mission of Life area of the living space. When I presented the final rendition of the logo design with the meaning behind it, Jazmine and I fell literally in love with it. It was an elevated moment for both of us. The idea was intuitive, distinct, and clearly expressed.

This project integrates my passion for graphic design and Feng Shui into one successful skillset. The result: an effective, vibrant, and refined identity that expresses what the client envisioned for her brand.