the focal point
Design a custom brand experience true to Christine’s layered style and focused services, appealing to like-minded clients and industry partners.
Christine Londoño is a Toronto-based residential interior decorator, specializing in transforming homes into well-adorned spaces. She partners with clients and industry professionals to select finishes and furnishings that bring residential new builds and renovations to life – no matter the scale.
Her journey began in the fitness world as the owner and operator of a spin studio. However, after the pandemic reshaped the industry, she felt drawn to pursue her other passion – curating spaces that balance warmth with a refined sense of beauty.
As her brand partner, our role was to translate her signature aesthetic and differentiated approach into a visual identity that not only appeals to potential clients and collaborators but also celebrates her romanticized design mindset.
THE BRANDING JOURNEY
The primary logo exudes a sense of trust and credibility while conveying approachability and lasting allure. Thoughtfully connected letterforms symbolize Christine’s valued partnerships with clients, general contractors, and architects. A mirrored detail between the “Ñ” tilde and “S” creates subtle yet meaningful visual harmony.
Accompanying the primary logo is a versatile submark suite, offering flexibility across various touchpoints and tactile brand collateral (like personalized stationery). The chosen colour palette draws inspiration from natural textures and curated interiors, featuring romantic, earthy tones that reflect Christine’s ability to complete spaces that feel both cozy and exquisite – a true love letter to home.
WHAT’S TO LOVE
When you’re the namesake of your business, there’s an inevitable personal layer that becomes woven into the branding process. In Christine’s case, we didn’t shy away from that or aim to construct a corporate facade. Instead, we leaned into her detailed yet niched approach of interior styling and decorating to create an intimately-curated, story-driven visual experience that feels purposeful, sensorially rich, and deeply authentic. Much like a handwritten letter. The result is a brand identity that marries personal warmth with professional expertise, serving as a natural extension of Christine’s design sensibilities.
Credits
Interior Photography: Benson & Oak
Messaging & Website Copy: Woven Copy Studio
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