About the Project
New Heaven is a digital illustration company that I started to have a place to take in clients professionally. I created a distinct and consistent visual design system that I could use to build trust with my clients.
Deliverables
Visual Identity Kit
A memorable main logo, logo mark, and letterform.
2 Product Mockups
6 Cohesive Icons to use in merchandise.
Version 1.0
2025
***I do not own the header image or any images sourced from Pinterest. All rights belong to their original creators.
Brand Logo
The logo serves as the visual foundation of the brand, designed to act as a guiding beacon that represents hope and aspiration. Its balanced use of smooth curves and precise, sharp lines establishes a sense of maturity while maintaining the calm, peaceful ambience central to the brand’s identity. This duality allows the logo to feel both uplifting and grounded, reinforcing the brand’s message across all applications.
As the primary visual anchor, the logo sets the tone for the broader brand system, influencing the use of color, shape language, and supporting visual assets to ensure a cohesive and emotionally resonant experience.
Main Logo
Logo Mark
Letterform
Typography
The brand utilizes Fisterra Morte and Poppins to strike a balance between personality and readability. Fisterra Morte serves as the primary display typeface, adding character and emotional weight to headlines. Poppins provides clean, versatile support, with Regular for body text and Light Italic for annotations and secondary notes. Together, they create a cohesive system that reinforces the brand’s tone while maintaining clarity across applications.
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Colors
The New Heaven color palette is designed to support the brand’s soft, whimsical identity. Primary hues consist of gentle blues and off-white tones, chosen to create a calm, inviting atmosphere that evokes a sense of wonder. These colors establish the emotional foundation of the brand and should be used consistently across core applications.
Accent colors provide flexibility and visual variety while remaining closely tied to the brand’s central themes. They are intended to complement the primary palette, adding depth and interest without overwhelming the overall aesthetic.
Primary
HEX: 525691
RGB: 82, 86, 145
HEX: 4484D8
RGB: 68, 132, 216
HEX: 7599D9
RGB: 117, 153, 217
HEX: DADFE5
RGB: 218, 223, 229
Accents
HEX: E35B0D
RGB: 227, 91, 13
HEX: C33F3F
RGB: 195, 63, 63
HEX: FD547D
RGB: 253, 84, 125
HEX: C2BB8E
RGB: 194, 187, 142
HEX: BDCB70
RGB: 189, 203, 112
HEX: 59704B
RGB: 89, 112, 75
Icons
The six visual assets are used across branded merchandise to support the brand’s slogan and call to action, “Dream beyond the ordinary.” All assets follow a consistent shape language to ensure visual cohesion across applications. Each design incorporates a controlled fade at the lower edge, which serves as a defining stylistic element and contributes to the brand’s atmospheric quality.
These assets should be used as provided and scaled proportionally. The fading edge treatment must remain intact and should not be cropped, sharpened, or replaced with hard edges, as doing so would disrupt visual consistency and the intended aesthetic.
Application
These two mockups demonstrate the application of brand icons on printed merchandise. The T-shirt and tote bag are designed to appeal to younger and older audiences respectively, while maintaining a consistent visual language. Both applications reflect the brand’s lighter, atmospheric themes and illustrate how the icons translate across different materials and formats.
