Marilee Congo
Brand strategy, visual identity, logo design, print design
With a lifetime of experience in both fashion and home decor, Marilee Congo has built a reputation for bringing beauty to life in all that she does. We worked with this trusted style expert to help Marilee better define her role as an image consultant. Together we established a brand strategy, created a visual identity, including a complete logo system, photography direction, typography, stationery design, and publication design, as well as brand guidelines to ensure consistency across all applications.
“Working with Michelle and Form Meets Function was a delight all around. I felt like she always had time for me, that she listened and that she really ‘got’ me. I think Michelle nailed the look and that tells me that she was fully engaged.”
— Marliee Congo, Image Consultant
Logo Concept
We used the “M” and the “C” in Marilee Congo’s initials to create an emblem. The C encircles the M like a copyright symbol to show that Marilee is indeed her brand. We wanted the logo design to reflect Marilee’s love of timeless fashion, so we used a classic serif (Didot) associated with fashion brands like Harper’s Bazaar and Vogue in all caps. The logo needed to feel upscale like the luxury, personal styling service Marilee offers her clients. This is reflected in a paired down colour palette of black, white, and gold.
Brand Vision
With a passion to teach, encourage, and inspire, Marilee wanted to share some basic style principles with her audience that they could begin implementing right away. Offering a free PDF download seemed like the perfect avenue to begin the conversation of improving one’s style. We used fashion magazines to influence both the layout and typography choices. The result was a publication that said style before reading a word.
Credits
Wendy Lees, photography