Beauty Fitch is the unique visual expression of one beauty and trend blogger.
After a few interviews, Chelsea wanted to hone in on an idea that could be visually flexible, but have some consistency. She wanted something that spoke to a pop-glam feeling, yet could be fluid, unique and a bit quirky like herself. After exploring different wordmark approaches via sketches, she narrowed down her choice to a playful combination of super-geometric reductive letterforms, paired with a chunky didone-esque italic.
I drew and refined each of the elements to play off of each other, bringing in some contrasting details such as the "fi" ligature, and the tapered terminals. The geometric letters became a useful element that could be remixed in a variety of fun ways to achieve different effects. A few samples are below.