Brand Identity for Madre de Perla
STEP 1: GETTING TO KNOW THE STORY
Madre de Perla is the totally unique fashion brand of Denise Ruiz, a Chicago entrepreneur. As soon as we chatted with Denise on the phone, we got excited about helping this deeply passionate solopreneur present her accessories in a way that matched the level of thought and creativity that went into her upcycled goods.
When we first talked with Denise, she was facing a few struggles:
- Since she was using Facebook to sell online, her invoicing process was getting more and more complicated and time-consuming as the business grew.
- The website she had built on GoDaddy didn't showcase her incredible artistry or Indo-Afro-Caribbean influence, two key pieces of her brand.
- She couldn't find someone to trust with a brand that was so intimately tied to her own story of loss and recovery.
STEP 2: THE BRAND PROFILE
To begin the process, Bianca went through the Brand Profile process with Denise, with the goal of creating a crystal-clear summary of who Denise is and why her one-of-a-kind accessories are... how should we put this... freaking amazing.
STEP 3: VISUAL RE-DESIGN
With a clear brand strategy laid out, Mara worked very closely with Denise to communicate the fullness of her brand and story in design. She read every interview Denise had ever given and submerged herself in the world of Madre de Perla.
Then Mara was ready to create a symbol that captures the essence of the Madre de Perla brand. She infused Madre de Perla's style guide with the rich textures and colors of the Caribbean. And she incorporated Denise's poetic voice throughout her new Squarespace website.
Within three days of launching the new-and-improved Madre de Perla site, Denise sold out of everything but two accessories -- in other words, 89% of her inventory. And with the new eCommerce function, she spent zero time invoicing all those customers. Which meant she could get right back to work crafting gorgeous bags and jewelry out of vintage materials.