eye4style is a fashion and lifestyle blog headed by Dina Fierro out of New York City. Dina is a social media marketer and works with world class fashion clients all the while making time to blog with a razor-sharp wit about everything from Burberry trenches to pole-dancing classes. When I read her posts, I always learn something new (and crack a smile). She contacted me last year about giving her a brand refresh and in the process, we worked through three projects that included a logo, business cards and a refreshed blog design.

This is an overview of the outcome featuring the primary, secondary logos, wordmark and swatches. Dina doesn’t mind a bright pop of color so we went all out with magenta. The wordmark is set in ITC Lubalin Graph which reminds me of old school eye charts (eye4style, get it?). And to make Dina’s blog easy to remember, I boiled down the full name to an abbreviated E4S for the symbol, which feels solid and stamp-like.

Even though the logo lockup above was meant to be secondary, as we moved along, variations became more prominent on both the blog and business cards. Simple and bold.

Dina has been blogging for years and I wanted to take her busy, illustrated header and tone everything down a few notches so that the focus would be on her awesome content. Star and The Legion took the design did all the web development seemingly overnight on Dina’s chosen platform, OnSugar.

For business cards, I came up with a ton of options and Dina smartly settled on the most simple of the bunch, with her new logo taking center stage. She wanted a square format so we ordered through Uprinting. Above is a photo she tweeted of the outcome.

These were a few of the standard format options that didn’t get chosen (but I still really liked). Magenta never disappoints! A huge thanks goes out to the wonderful Dina for allowing me to share. What are you waiting for? Pay her a visit!