Brand Identity, Design, Art Direction

How Lovely is the moniker for the Nashville-based interior design firm of Hope Russo. The sole purpose of How Lovely is to help clients create an intentional, beautiful home that tells the story of who they are and what they love. Hope's intuitive and unique design perspective allows her projects to feel personal and tailored for each and every client. Her process is a collaborative one, as she looks to her clients to accompany her on the design journey, creating an inspired and down to earth home.

Naturally, the process of creating How Lovely's brand was conducted in the same fashion. Working closely with Hope, I executed naming, consulted on voice & tone, created the logotype, monogram, and social asset framework, as well as the supporting brand guidelines. The ultimate goal was to create a brand that stood out in the monotonous sea of interior design brands and unapproachable personalities that accompany them. The end result was a highly customized, minimalist brand that pulls from its familiar environment, yet retains its professionalism while being warm and approachable.