femme time

Branding & Instagram Feed Design

femme time is a fictional brand that I have come up with for practicing brand identity and experimenting with Instagram feed designs.

The concept of this brand is gathering females and non-binary people of all over the world and welcoming them into a safe, warm and inspirational platform. Femme time, in my idea, is a community that organizes events, workshops, arts and crafts classes and exhibitions, invites strong female figures for lectures and motivational speeches, and much more.

Logo Design

I had in mind this vision of an old sand watch, which also reminds me of the beautiful female body. And I have decided to combine these two elements into one shape. This would also carry the concept of femme time in it, so there will be no necessity in adding a written name to the logo too.

Inspiration

For femme time I have separated very few visual references that I felt would play bast for the brand I have in mind. In my imagination it is a bright, playful, but also consistent and harmonious. I have designed some visual elements that would accommodate the main texts and visual information and will keep the balance of playfulness.

Color Palette

I have decided to use bright and vibrant colors for the femme time. I didn't want it to look too vanilla, so I have picked strong blue and a hot plink to balance it up. I have also added a tone of light purple to make the primary color selection softer and harmonious.

Typography

For the typographic selections I like organizing my typefaces in small columns then playing with them, creating different combinations.

If the selected fonts work well together in one column, that means they're a good fit. And if not, I spend hours to find and experiment with different typefaces, until I find the one that works for the current brand.

After selecting the fonts and understanding in what hierarchy I am going to use them, I start combining them with other graphic elements and the color palette, to see if my selection works.

When I see that all of the details speak together, I start working on the compositions.

In this case, as I wanted to create an Instagram feed, I have separated nine squares and started to play with each box's composition and detailing.

During this process I understood that it is very important not to loose the balance not only in each separate square, but also overall look should feel consistent.

At first this was pretty hard for me. Eventually I have removed a lot of graphic information until I could reach a satisfying look.

Iconography

After finishing the posts design I went for crating some story highlights icons. As I already had some graphic design elements, I have decided to use them and. turn them into little icons for the story highlights.

Final Look

At last, when I finish designing all the elements, I place them on mock-ups to see how it looks. See one below.

I had a great experience creating both a brand identity form scratch and designing its Instagram feed. I have learnt a lot during this experiment and would love to try more!

Special thanks to Silvia Fernández Palomar (Silvia Ferpal) for the inspiration and Graphic Design course on Domestika.