← Success With Jewelry
Success With Jewelry
147 - Laryssa and Liz Chat With Designer Grace Laemmler About the Success With Jewelry Rebrand
00:27:38
Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. In Episode #147, we’re thrilled to welcome Grace Laemmler, the talented graphic...
Loading summary
Transcript95 lines
- [00:00]
A
Welcome to the Success With Jewelry podcast. Your go to source for real conversations about business marketing and what it actually takes to succeed as a jewelry brand.
- [00:08]
B
Today, I'm Larissa, the strategist systems queen and the one who finds joy in turning big marketing challenges into step by step plans that actually work. Email marketing and generating revenue through it is the specialty of my agency, Joy Joya.
- [00:23]
A
And I'm Liz, your creative compass and advocate for designers doing things differently. I live for brilliant brand storytelling, beautiful visuals, and helping designers confident show up and shine. I founded the Stagold Collective to create community and support for independent jewelry brands.
- [00:39]
B
Together, we bring you nearly two decades of jewelry marketing experience. And on this podcast, we're pulling back the curtain on everything we've learned. Whether you're just starting out or scaling to your next big milestone, you'll get honest insights, helpful tips, and maybe a few giggles along the way.
- [00:57]
A
This is episode 147. Today we're talking about something very exciting, our new logo and rebrand. We're joined by Grace Lemler, owner of Shepherd Design Inc. Who brought our new visual identity to life. Grace is an incredibly talented graphic Designer with over 8 years of experience working with clients across Canada and around the world, blending creativity and precision in everything she does. In this episode, we chat with Grace about the process behind our rebrand, from the inspiration and strategy to the visual decisions that shaped our new look. We'll also talk about what makes for a successful design partnership and how thoughtful branding can help jewelry businesses stand out and grow. And if you're an insider, we're sharing a deeper dive into our design process, including how to prepare for a rebrand, communicate your brand's essence visually, and collaborate effectively with a designer. Let's get into it. Hey, Grace, thanks for being here.
- [01:53]
C
Thank you for having me.
- [01:55]
B
Yeah.
- [01:55]
A
So it turns out that when we hire someone to do something for us, they also have to come on the podcast.
- [02:02]
C
I love it.
- [02:04]
A
So why don't you first tell us a little bit more about you and then we'll talk a little bit about the rebrand.
- [02:12]
C
Yeah, no, of course. Yeah. So I am based in Canada and currently in Toronto. And I grew up outside of Toronto on a farm. And then I went to a specialized art school, which led me to nascat University in Nova Scotia. And here, that's where I did art. And that's when I was first truly introduced to graphic design design. And instantly first class fell in love and knew that this is what I want to do. So that's how that process started. And then I also took, like, art classes. And the special part of the art classes was the fact that I saw my classmates needing help with design. So they would have shows and then they wouldn't create very nice invitations and things like that. And I was like, we have to honor their work better. And I start doing design work for them. And that's kind of like the very, like, start of the design aspect and kind of led me to running my own business, which was amazing and special and so great and gives me all the autonomy what I want when working with a client.
- [03:15]
A
And I worked with you on. Sorry, Larissa, I'm talking over you here. I didn't mean to.
- [03:20]
B
Go ahead.
- [03:20]
A
No, you go.
- [03:22]
B
I was just curious how long you've had your business so far, Grace.
- [03:27]
C
Yeah. So first I was sole proprietor, and that was back in 20. Like, I would say probably around 2017. So I think we're around, like, maybe eight years. So I was sole proprietor, and then, like, the last few years, I actually switched to the incorporation, and that's when Shepherd Design Inc. Was born. But it's like the same thing. It's just like, kind of behind the scenes, like different setups. Yeah. So. And it's been amazing so far.
- [03:54]
B
Yeah.
- [03:55]
A
And I think I met you through New York City Jewelry Week, but you did my Stay Gold logo, and that was a really wonderful process working together with you on that. So when Larissa and I wanted to rebrand, I was like, of course we're going to reach out to Grace.
- [04:08]
C
Amazing. Yeah. No, I had a very good experience working with you, and I was like, it's a no brainer to say yes.
- [04:14]
A
Larissa, can you talk about a little bit why we wanted to do a rebrand? Yeah, definitely.
- [04:21]
B
So back when we started this podcast, when was that, Liz?
- [04:25]
A
Oh, my gosh. It was years ago.
- [04:26]
C
We've been. We've been putting out episodes.
- [04:28]
B
Yeah, well, years ago. Many, many years ago. I originally did the logo because. And I'm not a logo designer by any means, but we needed something, and we were just starting, and we didn't know, like, what this podcast would become, so we weren't ready to, like, invest in a professional brand identity. We just thought, okay, let's get something up and running. And that has served us up to now. But we realized that my original logo is probably not the most professional looking, and we're trying to level up our identity and kind of make our podcast feel professional as it is. So, yeah, that's why it was time.
- [05:09]
A
It was beyond time.
- [05:11]
C
I.
- [05:11]
A
We fixed our sound Quality this year as well. So we did that first, and then brand identity and even the, like, the way we present ourselves on social media was starting to feel a little bit diy. So the. The logo is going to help everything, just feel more professional. But let's talk through kind of how we got started with it or what. What steps did we go through? Where did we start with this after we decided to work with Grace.
- [05:45]
B
Yeah, well, Grace led us through a lot of it, so maybe she could talk about that first step that she. She initiated with us.
- [05:52]
C
Yes, of course. Um, so it was first, of course, an email I received, and then I ask a few questions. And then lots of times I always like to jump on it, like kind of like a call, initial call, to understand what exactly are you looking for. And then from there I usually build out a quote so we kind of see where we're at on that front. And then I start kind of digging in a little bit more, like, understanding a lot of things about your company, but then also like your competitors and then what you currently have, like, kind of giving a little bit, like, you know, a little bit review and seeing. So that kind of happens. And then from there, I kind of build a mood board. And with this mood board, we kind of get some examples together and kind of figure out what directions we could take it. And then. So we did four directions. So I shared the directions with you, and then we chose what direction we want to go. And then that is kind of like the inspiration for when the logo for the actual process of the design. And then with that, we have, like, edits back and forth. And then we solidify. I build out a brand guideline and then export the logos and share the logos and the, like kind of like the package. Share everything.
- [07:03]
A
Grace, I want to know.
- [07:05]
B
I want to know how easy or hard. On a scale of one to five, one being easiest and five being the hardest. Were Liz and I, as a client.
- [07:15]
A
You guys were great. Like, I would give you guys a five.
- [07:20]
C
No. And I can talk more into that because I know that was one of the questions. And like, you guys are great at communicating. I love that you guys allowed for time. I think that's always nice because sometimes people come last minute and that is. I can work with that. But I think you know how the creative process works. Sometimes time is nice. It gives you time to think over things and kind of come up with ideas. You guys, like, kind of knew what you guys want to do with your company. You guys understand your company. You guys know what the Vision is for it. Those things are all so helpful when. When doing, you know, when you're working. And you guys were very hands on. You guys were happy to answer questions, happy to hop on calls. I know you guys are extremely busy, so it's just like, you know, it's extra nice that you guys took time for it, but you guys. That also insinuates that you guys understand the importance of this and how this is going to come back to you.
- [08:10]
B
I.
- [08:11]
A
It was interesting working with Larissa too, because we were clear on the mood board. Like, that was an easy, like, hey, I like this one immediately. And Larissa was like, oh, I like this one immediately. But we did not agree on the final logo and we didn't, like, fully disagree, but we did not agree. And that's why we. We circled back to have some edits made to one of the options to make it kind of work better for both of us.
- [08:36]
C
Yeah. Yeah. That was interesting to me as well, that, like, instantly I felt like with the Mood board, through the email that you guys were like, on it, you're like, this is so clear. Which I was surprised because I'm like. Because we did talk about quite a few different directions that you guys were interested in, and. But then it just came back that, yeah, this is the way. That's why I love Mood Board so much, because especially it's super nice to work with people who are visual because I think it's an easy way to kind of get us set in the right path. So, yeah, that was. That was a very special part.
- [09:08]
A
I felt that way about the mood board. You did for Stay Gold, too. I immediately knew. I was like, oh, this is it that I. You just, like, kind of know. And that's really, really helpful, I think. Yes.
- [09:20]
C
No, I 100% agreed.
- [09:22]
A
I meant to ask this before we got into this, but what did you think about our brand before?
- [09:31]
B
You can be honest, My feelings won't be hurt.
- [09:36]
C
No, like, I. I guess there's a few different ways to look at things, right? So there's like the technical aspect and then there's also kind of the conceptual, I would say. So I didn't know, like, what your vision is, what your goals are, what you guys want from the logo and from the brand. Like, I didn't know that. And that also might have change, you know, from what I. What I, you know, learned and from however many years ago you guys started this. So, like, I think it was like you guys were on the right track. You know, you guys understand the consistency of brand, which I think a lot of times, like. Like, newer. Not that you guys are newer, but, like, you know, there's a lot of companies who don't understand that. So you guys had, like, a good start with that. You guys understood you have to be consistent with your colors, with your fonts. So I think that's, like, amazing that you guys already have that kind of set, and then that gives me confidence that you guys are going to use my brand that I developed for you guys correctly. And, yeah, like, I would just say it's a good start. Of course, like, technically, there's, like, always room for things, but, like, I wouldn't. I wouldn't be too hard on yourselves.
- [10:33]
B
Yeah. One thing that really surprised me about that initial discovery and, like, mood board process. And, Liz, correct me if I'm wrong, because I might be misremembering, but I think initially when we talked about colors, we discussed, like, blues and greens as, like, the direction that we wanted, maybe, and it turned out to go in a totally different. Different way than we originally envisioned, which was surprising and good. Yeah.
- [10:58]
A
And it's very. The colors are very Larissa, but I think it works just because I think of Larissa as, like, pink and. And orange and vibrant and bright, and me as more like, you know, muted tones a little bit. Like, one time, Larissa and I went to a trade show, and I was wearing, like, all black, and Larissa's wearing, like, this, like, floral pink jumper.
- [11:23]
C
Love it.
- [11:25]
A
But it works, I feel like. Also, it's interesting how the success with jewelry brand is different than both of our brands because, like, my Stay Gold logo is, like, this muted gold color, like, deep, brownish gold. And then, Larissa, what.
- [11:40]
C
What's your.
- [11:40]
A
Your brand is, like, red, right?
- [11:42]
B
Yeah, it's like a brick red color.
- [11:44]
C
Yeah.
- [11:45]
B
Which isn't even, like, me, really. It is you, though.
- [11:50]
C
It's.
- [11:50]
A
That's what it is. Very Joy.
- [11:52]
B
Joya. Yes.
- [11:54]
A
And then, so the podcast has to be different, but I feel like we chose something that is very different than both of us. Even though the colors are very Larissa, I would say the font feels like a little bit like it has kind of a retro nod. I don't know. That feels like a little bit of me. So it's interesting kind of how it's like our brand, baby. It's kind of fun to see.
- [12:19]
C
I love it.
- [12:20]
B
Well, one thing that I thought was really helpful and maybe people listening could take this and do what they will with it, but since Liz and I sort of had different opinions about the final looks, I guess, or the options. We presented it to our audience, we asked our insiders, we did a poll, and people voted, and they commented, and they actually pointed out stuff that I personally didn't even notice or think. So it was really helpful to get other eyeballs on it.
- [12:55]
C
Yeah. Like, I think that's an interesting, you know, way of doing things, and I think there's a lot of very good things that can come out of it. But then I also. One thing I would. Cautious. Not cautious, but, like, sometimes people can, like, just pull you into directions that don't make sense.
- [13:09]
B
Yeah.
- [13:10]
C
So it's just like being able to filter through that. So as long as you have the ability and stay true to, like, your vision and your brand and your ideas, then I think it's amazing. But sometimes I feel like everyone. Some people, they just want to take. Say yes, take all the feedback from everyone and then put it all in. But that's not always necessarily the right way to do it because you want to still stay true to the original kind of plan.
- [13:31]
B
Yeah, I'm glad you said that, Grace, because I've seen that happen, too, where people, especially when people go around, like, asking their friends and family, I feel like don't do that, because it's gonna make you so confused.
- [13:45]
C
Yeah. Be very, very careful with that. Agreed.
- [13:50]
A
So some of the stuff we did kind of as we were getting into this, what was. Some of the things we had to pull. Competitors. What else did we pull in our initial kind of document, before you created the mood boards.
- [14:06]
C
You know, giving me access, I guess, like, you know, showing me where all of your, like, you know, the Instagram was, like, a very important thing. Trying to think what else. Like, even just information, like the questionnaire, like, information about your clients was very important. I'm trying to see what else I'm gonna. I can even pull up the questionnaire.
- [14:27]
B
Yeah.
- [14:27]
A
And we pulled logos that we liked, other logos that we liked, and things like that.
- [14:34]
C
That was very helpful for the mood board. So in our case. So I don't. Every, you know, every person I work with or every company I work with, we kind of, like, have kind of a customed approach. So in this case, we. It was a collaborative approach in terms of setting up the mood board. So they. You guys came up with some logo designs or brought, you know, sourced some logo designs, and I sourced some logo designs. And then I kind of put it all together and kind of figured out what the directions could. Could be based on, like, you know, what you supplied and what you said. So that was also very helpful. So that was like, another process, a part of the process that was great.
- [15:09]
B
One thing. Maybe this will be helpful for someone out there. For me, it's really hard when someone, like, asks me to pull a mood board, and I haven't really thought about it before, and suddenly I'm tasked with, like, having to find examples. I think it's good to always kind of be aware of things you like and gather and clip as you go so that one day when you are doing a rebrand or are doing a project like, that, you already have it gathered. Because for me, it's hard to, like, suddenly find things I like, you know? Yeah.
- [15:44]
A
And you can search for logos on Pinterest. This was something that we learned.
- [15:48]
C
Yes, yes. And the thing is, also, like, don't put too much pressure on yourself, like, for. In terms of, like, I'm my process with my people. Like, for me, like, it's not. Nothing is set in stone during this mood process. So it's just like, it's actually kind of like a fun. Hopefully a fun exercise, because this is where we're exploring. And the reason why I do this is so this is kind of the exploration we do. So it sets us on the right path. So we. When I do all this logo design work, it's not like, oh, this is completely the wrong direction. We don't want to take it that direction. And what I have found a lot in my experiences, like, if I didn't do a mood or. No, if I. I did a mood board. But then I'm always very surprised of what. What direction they took. And I was like, based on everything you said before, and all of the words to describe what you want does not reflect what direction we went. So it's like, that's why I'm always surprised, because I think people don't. They can't articulate what they want sometimes, or they're just not necessarily sure, and they need to see a visual. You know, a visual example. So that's, like, one of the positives in my experience.
- [16:58]
A
So where do we want to go from here?
- [17:01]
C
What.
- [17:03]
A
What question? I want to. Okay, here's a question to ask. Why is strong branding so important for small businesses? Like, I mean, because Larissa and I could have this podcast, and we don't necessarily need a brand. I mean, we know we need a brand. We're marketers. But why is it so important to consider?
- [17:20]
C
Yeah, that's a very good question. And so, yeah, I agree with your statement of, like, not everyone Needs, like, a crazy strong brand, Right? But for a lot of the jewelers, I would say yes. And small business, because you are sometimes getting new clients, you want new people to come and purchase your work, so you want to make sure that your brand is consistent in front of, like, every touch point. So let's just say they saw you at a booth selling work, and then maybe they saw an Instagram post, and maybe they're not consistent, but then they won't make the connection that, oh, the Instagram post that you saw is actually the same jeweler you saw a few weeks ago, you know, at a show. So these things are very important to be consistent. And I think sometimes what I have seen happen is that people get excited. They want to be creative, they want to make it special. They want to make everything a little bit, you know, different colors or different fonts because they think that they're putting this extra work in, that it's going to pay off. But keep in mind that people are only going to see your work work for seconds. Like, they're gonna look at the Instagram post. Like, no one's gonna look at an Instagram post for a minute.
- [18:25]
A
Right.
- [18:26]
C
So that's why it's very important to be consistent. And sometimes, I guess you have to be a little bit more boring, I would say, as in, like, you don't need a new refresh for every little piece of asset you do. So I find that that is a very important thing to kind of consider and kind of, like, understand because you are with your brand all the time, but someone who's saw you for a minute at a show and saw an Instagram post for a few seconds aren't.
- [18:55]
A
There's this oatmeal or oats company here in Asheville that does all the farmers markets. And I don't remember the name of their brand, but their logo is like a sunshine and they have this bright yellow color, and their Instagram is, like, bright yellow. And, like, it's just so consistent that I know exactly who they are and I know they sell oats and. But I don't remember their name. So, like, that's what branding does. It, like, helps you remember. It helps you. You know, Like, I found them on Instagram. I was like, oh, yeah, that's them. Because the yellow and the sun and the things that, like, you know, that I remembered.
- [19:29]
C
Exactly. I think that's a great. Yeah, a great thing to share.
- [19:35]
A
So if a jewelry designer is thinking about refreshing their brand, any signs that might indicate a change or how frequently should Somebody rethink their brand?
- [19:47]
C
Yeah, that's a very good question. So there's a few different, I would say ways, and I'm sure there's more. But one of the first ones I would say is if it feels outdated, as in it's not reflecting your goals or your mission or your vision of your company. And, you know, your company evolves and sometimes it might just, at this point, it has outgrown your brand. So I would say that's a very important time to rebrand. But then also, let's just say you did it yourself and it's just like, maybe not a super developed brand. It's like a very basic brand. Maybe that's also. Now that you have a little bit more income or you have, you know, your company's being more developed, you have more clients, then maybe it's also that could be an opportunity to do like a rebrand. And then also it's kind of nice because now you know your clients and you know your people, like what. You know, like what makes sense for the direction of the company. And, like, you can share a bit more, you know, information about your. Yeah. Your clients and things like that. Trying to think there was one other thing to share. Now I don't remember. Maybe I'll come back to it.
- [20:54]
A
For us, it was like, oh, we're gonna keep doing this. It was kind of like, yeah, we need to. To level up. But like, also, we're gonna keep doing this. And then as soon as we talk to you and we talked about this in a previous episode, but as soon as we, like, talk to you and got the ball rolling and approved the quote, Lars and I were kind of like, should we keep doing the podcast? But that was like, the first indicator was like, we, at the time, we were like, we're going to keep doing this. Like, you know, we need to, like.
- [21:19]
C
We leveled up the sound. We got to level up the. The logo. Exactly, exactly. And maybe this in a part. Yeah, you're more developed. You know, your company has been around longer and, like, this is kind of an important, you know, maybe it's an important push, or maybe there's a big event coming up or maybe, you know, there's. Yeah, I think that's great.
- [21:37]
A
And what advice would you have for someone who's hiring a designer for the first time?
- [21:43]
C
Yeah, so this is also another very cool question. So one thing I would recommend is, like, just being open to hearing what the designer has to say. I think that's good. So you can learn from them. But then Also kind of see like, how, like, they're bouncing ideas off or like, like when you're, like, showing, like, talking about your company, like, what. What insights can the designer offer? Like, how can they help you? Because, like, you can kind of catch or, like, find a lot of details. Right. You can learn and see if they're a good fit from just these conversations and then just like being ready. Yeah. To kind of collaborate and working together.
- [22:23]
A
Something I like about you and working with you is that you are also an artist or you've been an artist, you've been a jewelry designer. So. Or a maker. So you kind of understand it in a way. You understand, you know, our industry in a big way. And I think that that's really helpful.
- [22:43]
C
No, I think that is a very fantastic point. And I feel like that's why I get a lot of clients in the jewelry industry, because I understand what they're doing and then I can highlight the things in a way that they're doing. Like, I've also done, like, photography for jewelers. I've been worked with, you know, photos of jewelry and all of these things help. And I feel like kind of sometimes cuts. Cuts the. That like time to understand each other. Because I already understand because I've done it and I've been around it for many, many years. So, yeah, I think, like, finding designers in your field or is pretty special, and I feel like that's the edge I have to a lot of other designers, because not a lot of designers have actually been a metalsmith, you know, So I find that is very special. And it. And I just genuinely, like, I care even more. Like, I always care, but I care even more because I understand all the hard work that goes into making a piece. I have done many hours of sanding and polishing. I understand. Yeah.
- [23:42]
A
Last question before we move on and chat with insiders. But what are some common mistakes you see with brands when it comes to visual identity?
- [23:50]
C
Yeah, no, that's a really good question. And there's like two kind of bigger things I can say right off the bat, not being consistent like we talked about before. I know we're talking about that a lot, but it is very important because the touch points, you have seconds and you're like, you're competing against their attention from 10 million other things. And then the other thing we have not mentioned yet is the accessibility. So lots of times I think people don't have, like, the understanding of how to make your things accessible. And this is becoming more and more important. And as time goes, like it's almost, like, required. You have to make your work accessible. So some examples are making fonts too small. Okay, why is this bad? If you think about it, your clientele sometimes are older, and sometimes the older clientele are the ones who have more money and might actually buy your work. And if they can't read, they're probably. If it's too small because their eyesight is not the best, they're just going to move on to the next because they're not going to do the extra work to strain and try to, like, read this text. Not having the right contrast, putting, like a light color on a, like white on a light color. And that's actually very hard to pick up. If you have good eyesight, you're not going to notice it as much, but the people who don't have great eyesight are going to notice it. So you always want to make sure that your work is accessible so people can actually understand what you're saying and not work very hard for it. And like, you know, everyone has been on a bad site and you're like, I can't be on the site. The site. I'm like, I can't. I don't know what's happening. I need to leave. And like, that applies to everything. So making sure your work is very accessible is also very important.
- [25:24]
A
It's interesting that, like, when there's a bad site or a bad logo or bad graphics, you're like, oh, wow, that's bad. But when it's good, you don't notice. You just, like, take in the information.
- [25:35]
C
Yeah, no, that's a very, very good point. So lots of times is like, yeah, that's a compliment. When no one notices it and everyone. There's no problems, then that means you've done a good job. But then also there's also sometimes the spam, like, wow, they really did a really cool animation there. They did something super sweet. And that can point out that way as well. That's also amazing.
- [25:53]
A
So what's next for you? Are you working on any exciting projects and where can our listeners find you?
- [26:00]
C
Yeah, so I am currently working on the New York City Jewelry Week branding. So this is for the fourth year. I do really enjoy this project. Fun and it's creative and, yeah, so that is, like, one of the fun projects. And then I'm trying to, of course, expand my clientele in the jewelry industry. So doing talks, there's some, like, potential opportunities here in Canada to kind of like, get my name out there that way. And then, yeah, just building my company and focusing on that, that's going to be kind of my next steps. And, like, of course, I would love to get more clients in the States as well, since I already have some amazing clients like you guys, like Julu and a few other artists. Sprinkles out. Yeah, that would say that's that. And then where you can find me. So I do have a website, gracelandlordesign.ca and then an Instagram, gracelandler. I don't post a crazy amount on my Instagram, but feel free to follow. And then, yeah, on my website, I have some of my work. And if you want to see more work, just shoot me an email through my website and we'll go from there.
- [27:06]
A
Thanks so much for being here and thanks for doing our rebrand. We really liked working with you.
- [27:11]
B
Yeah, we're so excited to share it with everyone.
- [27:15]
C
I am very excited to hear, like, the feedback that we get from that. And it was a. It was a true joy. It's not always that you get such a good client. So I really appreciate that you guys, you know, picked me to work with you.
- [27:27]
A
All right, what do you think of our rebrand? Let us know. Visit successwithjewelry.com and if you love the podcast, we'd love to hear from you. Send us a message or leave us a review. Thanks for being a part of our community.