SheFlexx. • Logo Design, visual Identity and Illustrations
I had the privilege to design the logo for SheFlexx this past summer 2021. "SheFlexx, is a substack newsletter - and movement! - for women midlife and beyond. SheFlexx galvanizes women of experience to be their most powerful selves – politically, intellectually, artistically, and in health – and to flex that power to heal the world. I’ve attached a draft press release with more background." Sophia Raday - Founder
Sophia contacted me when she came across my work on the site WomenWhoDraw. We had the first meeting and the rest is history. This design was a team effort, honest feedback and flawless communication both ways.
I want to share with you the you the process of the logo creation, sketches and explorations to develop the symbol and illustration style.
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/09a206d9-0892-472d-b163-d57d504b89b6_rw_1920.jpg?h=29502ddfd845d8acc6810858e1b3c887)
Like any fun project, it started with tons of sketches and drawings. I wanted to say we women have a voice, have power and can have fun.
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/92f645ea-a4f6-4df5-a66a-243ab0ced71a_rw_1920.jpg?h=6a532eb4a4774220c491263644d943ef)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/bb5e85b4-a132-40a3-b247-e36a7a6cae95_rw_1920.jpg?h=7d4ce7da2706263e71cc798154c200ee)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/22bd1cf0-568a-4750-affc-637d4f07a60a_rw_1920.jpg?h=b52a4b874a9ea02fdd3a1992de8b2ad7)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/74a1288b-0de3-475a-bcee-ae30386695ba_rw_1920.jpg?h=34312954da0ac6c53c2ff60d978f21f0)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/a3993b88-0dbd-44e2-87eb-010c5a9f0684_rw_1920.jpg?h=4b47ae9eb8d70d38c203350eb47d9a5b)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/90717b11-0054-422f-85e5-45edf7c10dcd_rw_1920.jpg?h=e14a8e18af96a94e6e87eb5d2a8c01b3)
After the initial pen and pencil sketches I jumped to adobe illustrator and adobe fresco. I like to jump between the two to experiment.
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/a83f01c3-fc2d-469d-8732-87c22b4a3a92_rw_1920.jpg?h=1dfefafca3dd49823ff249a83707cb34)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/6f3c01d4-033a-4410-a7ba-31ffc6a0dd37_rw_1920.jpg?h=6f784c5826db3e16bb94efbc5ae3f39d)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/f1b9b8ee-8d71-4df9-874c-3a0a62137afb_rw_1920.jpg?h=b5835680f045d4ef9bc3f028f6678672)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/1a5bd7f7-3145-4efe-a565-95e557577e30_rw_1920.jpg?h=7daf9a65eb89ebbe1648c899fd454dcd)
This is were the final concepts started to show up ....
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/efabc395-2d74-411f-86d8-de42b0772c6d_rw_1920.jpg?h=8987433d7909e074ba0eaf803e179de2)
This is the initial presentation of the first logo concepts, applied to the newsletter and instagram. I like to show the main concept in black and white and the possible color applications.
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/fd7abed4-5679-4757-ab6c-3317a4bc9f03_rw_1920.jpg?h=fa89ea1c48f4ab9bcdfbb5e27c1b942b)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/f9b1b999-2d83-4827-9405-6b34233b5673_rw_1920.jpg?h=db433698dd1f072e9306a3fda3acf231)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/affa7ef2-4f56-4721-8450-26d019d0b4b3_rw_1920.jpg?h=359fbb711f21e02372851f40f292291c)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/5b787de9-c8dc-434a-a6aa-5d933dd7196a_rw_1920.jpg?h=a2b75808cc87c4ddde4a60343d6479bd)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/b50e4d66-18ee-4d6e-8dad-985cb07c1d55_rw_1920.jpg?h=705e8f8612309f426e42eb9da33e8d3b)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/03edad6e-1022-46d2-b714-177d5cf19ad6_rw_1920.jpg?h=9ea74f5e2ad446b93164499608bd2b14)
These below are the final selection of concepts before moving into finals.
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/98439113-894b-4ce6-9e3e-c615b266ebe4_rw_1920.jpg?h=5957a8ac3e0ac3adfffd7de437c158ad)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/08c24eaa-9e13-46b0-826e-44829219efca_rw_1920.jpg?h=c78d2f2d2d5dd60fcecee00da17a3877)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/b4909ca1-eabd-4339-bf8f-956e30a26240_rw_1920.jpg?h=ff79d630015857b020ab4ca55f736371)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/42a31c66-eaf1-4a37-81a4-ea2f012f5fc6_rw_1920.jpg?h=2ac7ae45af2b93c8b484fc9e0e2cf423)
These drawings below are the 'aha moment" of the project - when Sophia, the client notice the white around the lady on the left, which I was trying to leave here bold ... she pointed that could be the "white hair" lady we were missing in the picture.
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/40805a3c-4b00-40b5-9da3-b2d118dcf2ec_rw_1920.jpg?h=fd03ecf4ff5e3c7946e497dca226131c)
For the final logo I worked with Gotham Ultra and tweaked the corners on Adobe Illustrator to round them.
For the final color palette, the client wanted to stay within colors found in nature: blue and green,
Primary Logo
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/6821690c-7adb-4bf0-8bbf-938574bae80f_rw_1920.jpg?h=3d3a8f09d647662a9e5160e8d0ec8e0c)
secondary Logo
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/082f21b5-a998-4bfe-be22-4719351702d7_rw_1920.jpg?h=9557779611f2fbbaf1a0391fefa49bc1)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/9eece4fe-4594-4ba7-825d-e2fc1912153b_rw_1920.jpg?h=622df4b24f6f47f9d92b4f14c3960a53)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/5898c69e-bf3b-4a4e-a48a-e6ddd0c52ecf_rw_1920.jpg?h=6b01c3bad52aa4f6d71fe273e26257de)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/1dae8720-4ca6-489b-9703-00ac4c4564e7_rw_1920.jpg?h=610db32b6be8291f72ecfaf84ef12d4d)
These are some additional illustrations and ladies in action that are being used on instagram posts depending on the content.
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/2ebafb79-bbb9-48a2-9e1a-f765e7ca3571_rw_1920.jpg?h=ad3a282ae024140bb8fe2154806dbbbf)
![](https://cdn.myportfolio.com/408d6594-0f72-4ecb-88e8-4b09fd3091e6/e8415241-2755-4222-8da7-3e49cd1e601c_rw_1920.jpg?h=8f2f1843d35b2f4c5cff6a1ee4a2f30a)
Here is a small time-lapse that resumes the main parts of the illustration creation.