Link Magazine Redesign

In May of last year, a regular client of mine, approached me with the offer to take over the creation of Link, their monthly publication, and the option of doing a redesign in the near future. I jumped at the opportunity to have a project where I could excel and stretch my InDesign skills.

After producing a couple issues with the current design template, I tackled the redesign. My first, and biggest, change was to modify the size from 8.5×11 to 8×8. This downsize minimized the excess space that was being unused most months due to minimal content. I proceeded to create a color palette that matched the branding identity of the church, yet brought a custom flare and originality to the magazine. I used 3 hues, and established a monochromatic palette based around each of the hues. This helped to create unity from month-to-month, and left room for me to use some seasonal colors as well. When choosing new font families, I looked for a combination that provided a modern edge, while still having the readability for text body, and has generational appeal. I created visual elements that would be able to be used for headers of varying content and text, and stylistic imagery that would become recognizable as the identity and brand elements of the new look. In the end, I was quite satisfied with the redesign and advancement of Link magazine. Take a look at the content below to see the original Link design, as well as a few of the redesign issues.


Original Link Design:

  New Link Design:


Wetherbee Creative Co. Rebrand

Designing a logo is a bigger undertaking that you might initially imagine. A good logo must represent a product or service, while being memorable and simplistic. There must be a balance between good typography and image form. A logo design must be able to be reproduced in various sizes medias.

For my first brand study blogpost, I want to walk you through my brand/logo redesign. I’ve been kicking around the idea of a visual facelift to my business for quite some time, and have had it on the back burner for so long because of the busyness of life and business. So, I’ve finally gotten around to it, and I’m pumped to share it with you!

OLD LOGO/BRAND (Created September 2012):

For my original logo, I had made a circle version of a bee (which was, more often than not, mistaken for a fish) and a modified version of the font Nevis.


Although I liked this logo, I felt that I wasn’t leaving a memorable impression with it; it was cliché and somewhat bland. So, after using this for almost 2 years, I decided to embark on the daunting task of creating a stronger brand image for myself.



When I started the rebranding process at the beginning of the summer, I knew that I wanted to stick with using a bee or some sort of bee element in my logo. I decided on going with a more literal illustration of a bee, rather than my abstract circle bee (fish) type of look. I created this first be in illustrator, and began using it for my early logo iterations.


With this new bee, my first attempt with my logo was to use a wreath around the bee, and put my name on either side.

rebrand 1


I was pretty satisfied with this logo at first. The lettering weight of ‘Wetherbee’ and ‘Creative Co.’ was even on either side of the bee/wreath, and I liked the way the wreath brought attention to the bee. But, after letting it sit, and viewing it for a couple weeks, I didn’t feel that it was distinctive or memorable enough to be my new brand.

Back to the drawing board…


ROUND 2 (October 2014):

After letting things sit for almost 4 months (I told you it gets put on the back burner a lot), I decided it was time to revisit it, and land on a new logo and brand design. I ditched the wreath, and tried a more minimal approach to the logomark, letting the bee have more of the focus.

Round 2, No. 1



2I liked this direction, but wondered if it was too minimal and wasn’t a strong enough representation for a professional design business. I came to the conclusion that I wanted something more intricate and detailed; something that would grab your attention, and make you look at it for a minute. To start off my next idea, I decided to draw a rough sketch before working up something on my computer. I drew up this rough sketch, and felt like I was finally on the right track. After feeling satisfied with the sketch, I  digitized a quick and rough version to see if it was something I could land on.



After feeling satisfied with the look, and having shown it to a few fellow designer friends, I was confident this was the direction I was wanting. A friend of mine pointed out that the bee appeared to look more like a fly, and it needed to look like a fat queen bee in order to be more quickly recognizable as a bumblebee. I modified the bee, and redid the logo to make the layout even, and have all elements line up and have proper spacing.


Now that my main logo is done (yay!), all that was left was to create a color palette and some layout variations.

For the color palette, I wanted to have a rich yellow/gold color, and didn’t want to to go too earthy and give it a nature vibe, so instead of working with browns, I chose the grey family to compliment my signature color.






Project completed!