Matthew Fasce: Design & Illustration
Visual Identity Design • Web design • development
I began my freelance studio with small illustration projects, which led to larger branding initiatives, which ultimately led to custom websites and branding packages for high-end hotels, Michelin-rated restaurants, private clubs, and acclaimed branding agencies. When it came time to develop a clear visual system for my business, I sought to reflect this personal growth and evolution, while ultimately placing the emphasis where it belongs –– on the client work that I have the privilege of creating.
I often joke with my clients that I am an "army-of-one," offering them multiple, agency-quality services with the personal, one-on-one care that a freelancer (or surrogate team member) would provide. I wanted my personal branding to reflect both this intimate level of service and the expected quality output. I began by exploring multiple branded color palettes that all evoked distinctly different personalities. I sought to establish a clear tone through the use of color, which I would then use to inform my other visual choices. Ultimately, I went with a color palette that feels both energizing and tranquil, as well as sophisticated yet approachable. I reinforced the tone set by the color palette through a typographic system that is clean, elegant, and modern. I paired my favorite sans serif family with a modern serif font that shines on both digital and printed pieces. Just as I would with any client, I drafted a style guide that detailed specific color and spacing recommendations to ensure polish and consistency across every touch point.
The final iteration of the logo ties everything together with an identity that is professional and polished, yet personal and bespoke. The custom type treatment showcases stencil-like letterforms, creating the illusion of an elegant, high contrast serif font while actually nodding to the idea that design is perpetually unfinished and in a constant state of evolution. A final, loose pen stroke serves as an artistic accent and personalized punctuation to a brand that conveys trust, artistry, and cleanliness.
