Kelly Maxwell is an alternative artist based in Chicago, Illinois who is known for her beautiful covers on TikTok. Before she found me, she had worked with several brand and graphic designers, but most of the designers she worked with had ghosted her or didn't finish a project. She found me through Ross Rocco, who was mixing and mastering her debut single, "Better On My Own," which released April 19, 2024.

She had an idea of how she wanted her brand to feel, but wasn't really sure how it should look. She had some photos and illustrations from a previous designer that she liked, but didn't feel comfortable using because the designs had not been finished.

I used those designs as inspiration for her visual identity. Kelly wanted her logo to feel like a cattle brand, but with a modern twist. I used her first name and last initial, "Kelly M," and I arranged the letters so that the K and E flowed seamlessly together. I made the Ls in her name look like the roman numeral, II, because of her personal story. Her family and friends had helped her get the basics of music, she couldn't have done it without them. The II symbolizes the support she's had over her career. The Y is at the bottom instead of being next to the Ls because I wanted to draw the eye up in the design. The M is tilted on its side and pointed inward to mirror the E.

I wrapped the entire logo is a basic square frame, to give it the brand look. Kelly's color palette is dark and moody with greens, browns, blacks, and grays, in nostalgic settings. Her music is soft, yet edgy, loud yet grounded. Her music shows raw, human emotion which always leaves her fans wanting more. Her visual identity makes her even more memorable, and has served as a launching pad for her career.

You can stay up to date on Kelly Maxwell by checking her out on Instagram.