Logos and branding
Case study: Ace Decluttering & Organising
When I met Callie, she had just started her decluttering business. We discussed how challenging it can be to let go of possessions, especially when they hold personal memories and attachments. We also shared the view that there is no such place as ‘away’ – rehoming unwanted items by selling them, donating to charity or finding a new use is a much better option than sending them to landfill or incineration.
Callie already had a colour palette of turquoise and purple. Her original house-based logo no longer reflected her plans to work with businesses and offer virtual services. She needed an identity that could represent the whole business.
I explored the idea that any decluttering starts with an empty box, which could also represent a fresh start. After developing several concepts, including a three-dimensional frame, I settled on a simple line drawing of an open box.
The full business name, Ace Decluttering & Organising, was very long, even split over two lines, which could restrict its use. Wrapping the name around the box created a compact badge.
Using uppercase lettering strengthened the circular shape and improved readability, while the simple turquoise background with a subtle gradient for interest worked well with the contrast of white lettering. This could also be used in purple or black and white if needed.
The resulting logo became the foundation for a wider visual identity, which I applied across pull-up banners, advertising, postcards and other marketing materials. More recently, I have also created a complementary logo for a new strand of Ace Decluttering’s business.
Tracy designed my new business logo. She took time to really understand what I wanted from my logo and to learn about my business and values. Tracy was patient with me whilst I made decisions so we could progress to the next step and was always happy to discuss thoughts and ideas throughout the process. Tracy was a pleasure to work with, and I’m very happy with my new logo.
Leaflet designs
Tracy has worked on a couple of projects for me – a brochure and a leaflet. She has been very helpful, guiding us through her recommendations and ideas. She liaised with the printer, which was a bonus for us. I am really pleased with the result and will definitely work with Tracy again on future projects.
Lorna Carter-Blake QTLS, former business owner of DA Training
Poster designs
When I worked for Breast Cancer Haven [we] needed leaflets and posters created for an event; Tracy jumped in and offered her services straight away. I've worked with designers previously, but found that Tracy really listened to what was requested… and before we knew it, we had three design ideas, all within brief and looked stunning; a few quick tweaks to one design and we were there. The result was that the person holding the event was super happy; Tracy’s designs helped to 'sell' the event and the charity made a significant amount of money. Tracy is extremely professional, always has a smile, and, most importantly, listens to her clients.
Sarah King, former Senior Corporate and Community Fundraiser, Wessex Cancer Trust
Banner stand designs
Tracy helped design two items for us. First, our banner stand for the Ageas Bowl event in 2021, then leaflets to go with it. Both look fantastic… You can see Tracy's creativity. As an IT company owner, I didn't want the same approach to IT marketing. If you compare our marketing with the competition, you can see how we stand out thanks to Purplelily Design.
Baldeep Birak, Birak IT
Advertising
I found Tracy to be hard-working, efficient and very conscientious. Tracy has good creative flair and talent with some imaginative ideas, plus a good eye for detail. Her work output is of a high calibre.
Lorraine Key, eFlorist/CEO Teleflor International Partner Systems (TIPS)
Brochures and newsletters
Justlife, the homeless charity I work for, was the lucky winner of Purplelily Design’s 18-year-in-business competition! We asked Tracy to design our entry for the Big Give Christmas Challenge Award and we were absolutely delighted with the result. Tracy was so patient about the endless changes we asked her to make and we felt really confident asking for her professional opinion on things we weren’t sure about. The finished document looks terribly swish… Tracy is a super nice person and thoroughly enjoyable to work with.
Francesca Anderson, Justlife Foundation
Information graphics
I have known Tracy for about four years now and always found her to be super helpful. Her business is based on excellent values and sustainability; she turns out just what you ask for and is happy to make changes until your work is complete. We completed a project this year for a brand launch that was timely and professional. Thank you.
Beverley Poole, Aspire4Business Academy
Online
Banner image credit: Thomas Delacretaz, Unsplash