Work Log: Ottilee

 
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Branding.

Ottilee is a traditional(ish) wedding registry for modern day couples. Founded by a newlywed who was uninspired by what was available through big box registries, Katie created Ottilee to connect handmade and high-design makers with couples who would like to register for unique, modern and heirloom homeware.

Our initial project with Ottilee was helping Katie re-imagine the visual identity - we did this through a series of new marks, illustrations, an energetic color palette, and a disruptive photography style. Katie gave us the mood below and we translated that into three logo concepts.

We’ve now done multiple shoots for Ottilee as well as designing the gifting experience collateral.

 
 

Work Logged.

+ Strategy

+ logo system

+ spot illustrations

+ Color Palette

+ Typefaces

+ Photography

+ collateral

+ Business Cards

 
 
original inspiration provided.

original inspiration provided.

 
 
 

Logo.

 
 

Together

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This logo uses a drop cap “O” mark which is affixed to the logotype, but is easily recognized when standing alone.

Retro

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Inspired by a wedding band, this logo uses two tones to lead your eyes around the infinite circular pattern.

Classic

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This concept uses lines of varying thickness as an ode to calligraphy. Paired with Didot, a font claimed by high end items + Vogue, this would play well in the wedding industry.

 
 

Chosen Concept: Retro

 

Secondary logo

 
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Final

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logotype

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mark

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secondary

 

Colors.

 

Typography.

 
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Illustration.

 
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Photography.

 

style

For the photo content we wanted to show the product being used in a playful way between couples. Scenes were arranged with nostalgic or unusual foods and show couples interacting with the product in the way they were intended… or not. We balanced this playfulness with a high flash, high contrast photography style; showcasing the Ottilee line in an elevated yet relatable way.

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no glass by the pool

“headshots”

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Collateral.

 

Aside from the quality, another way Ottilee sets itself apart is the gifting process. Katie wanted every touch point to feel purposeful and authentic while being efficient and convenient for the happy couple.

We designed a series of thank you notes which come in an Ottilee branded keepsake box when the couple registers. In addition, we created gift notes which the couple receives with a photo of the item purchased + personal note from the gifter. As gift notes roll in, they can be stored in the keepsake box and easily traded out for a thank you to send back.

 
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GIFT NOTE

GIFT NOTE

THANK YOU NOTE

THANK YOU NOTE

 

Like what we did for Ottilee? Get in touch with us about branding your next big venture. We work with brands near or far, large or small.

SORBET for Lea Nyland Studio

Team

designer/stylist

Lea Nyland, Lea Nyland Studio

Makeup + Hair

Sandra Saenz, IA Agency

model

Maddie, Wallflower Management

 

ORGANIC

Styling - Lola
Model - Brianna Stone from Kim Dawson

Zero Retouching.

Editorial: Pilgrimage for PAP Magazine

Team

MAKEUP

Lacey Salas

HAIR

Zachary Phillips

STYLING

Secretary Studio

MODEL

Lily Savage / Wallflower Management

 

Work Log: Revel Workshop

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Revel Workshop

One of your friends gets their hair cut or colored here, we’d bet on it. Seated in the Design District, Revel Workshop is a learning and working space for a group of passionate and talented hairdressers. Adriana Martinez, with the help of Paw Rudd, has grown Revel into an elite Dallas hair salon that never feels pretentious.

Long before Secretary, Revel was one of our owner Marshall’s first clients. We’ve loved getting to know these artists and watching this business grow.

Check out Revel Workshop -

 

Work Logged.

+ headshot photography

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In Use:

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Need staff headshots for your website?

Marfa Invitational x Sol Society

Travel Log:

MARFA INVITATIONAL | APRIL 7-10 | MARFA, TEXAS

We were invited by Taylor Madison of Sol Society to attend the first ever Marfa Invitational; “part contemporary art fair, part exhibition, part experience” curated and organized by Michael Phelan and Ken Bauso. For one weekend, ten international galleries were under the same roof, each displaying a single featured artist’s work. A painting by Tomoo Gokita sold for $140,000, some artists sold every piece within hours of opening - from Houston to Berlin, attending galleries were warmly welcomed by visiting collectors.

Taylor Madison, travel mogul and vision behind The Simple Sol / Sol Society, got wind of this event and had the foresight to know it would be something incredible - she did an amazing job pulling the group together and getting us premium access to the experiences. Along with Taylor and our photographer Marshall Cox were Courtney Anderson - owner and maker behind Arrowwood Designs, Allison Crawford - interior designer and creator of Hotelette, and Makenzi Hogan - founder of Austin based marketing concierge East 72nd.

As VIPs, we were able to attend a preview of the exhibition opening night and dinner at the Hotel Saint George pool + garden. The next day was nothing less than spectacular with sunset cocktails at the breathtaking ranch home of Douglas Friedman, photographer for Architectural Digest known as The Facinator, with Douglas Friedman himself, artists, gallerists, VIPs, and local makers/artists. As the sun tucked itself away, people trickled over to the lovely Melissa Bent and Michael Phelan’s home for dinner. An evening drenched in views, conversation, and ranch water - it was truly an experience. The final event of the inaugural fair was a seated dinner at Capri prepared by chef Rocky Barnette. Capri is an experience in and of itself, the 8+ expertly prepared courses took it to another level.

A huge success - we are so happy to have been a part of the first Marfa Invitational. Marfa has been ingrained with our brand since its origin. Minimalism is fully realized there and it’s something that never ceases to inspire. Take a look at our weekend in Marfa:

 
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April 7th

+ 8 hours on the road
+ check in at corte del norte
+ marfa invitational opening

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April 8th

+ Coffee at do your thing
+ shopping

Ashley rowe
Cobra rock boot company
mano mercantile
communitie


+ lunch at pizza foundation
+ cocktails at friedman ranch
+ dinner at michael phelan and melissa bent’s home
+ nightcap at lost horse saloon

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April 9th

+ Coffee at do your thing
+ shopping

marfa soap company
garza marfa


+ Galleries

ballroom marfa
pure joy


+ dinner at capri by chef rocky barnette
+ marfa lights

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April 10th

+ Coffee at do your thing
+ Chinati foundation
+ prada marfa
+ monahans sand hills
+ 8 hours on the road

 

Special Thanks -

Thank you Taylor Madison and Sol Society for having us. Thank you Marfa Invitational for an unforgettable experience.


 

Let’s go on a trip together!

Editorial: Scandinavian Cowgirl for Flanelle Magazine

Team

makeup + Hair

Lacey Salas

styling

Lela Orr + Lea Nyland

model

Alexis King

all clothing is by zero-waste, eco-luxury brand ferrah.

 

we did zero skin retouching on this editorial.

Work Log: R&O Pantry

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R&O Pantry

Melody Bishop and Dennis Kelley - Dallas chefs renowned for Savor and Up on Knox - started R&O Pantry in 2018 to bring a collection of their favorite flavors to shelves. We were introduced to Melody and Dennis by our friends at Tribal and have had the pleasure of working with them on several projects.

Currently, R&O is producing a Thai Spicy Sauce, their special Tomato Sauce, and a 4-8 jam varietals.

Work Logged.

+ Package DESIGN

+ website photography

+ logo design

+ headshot photography

+ deck design

 

Package Design.

We developed a system of four labels spanning three individual product types. Each of the three products has a front facing adhesive label with designated spaces for writing batch information.

 
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Considering the seasonality of the jam, we were hesitant to print ingredients on the main label without knowing how often new labels would be ordered. In an effort to be both cost effective and sustainable, we designed a separate label printed with common ingredients. The ingredients specific to a batch of jam can be checked off or written in and we won’t have to worry about throwing labels away every season.

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Website Photography.

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ecommerce

When viewed as a grid, the products appear to be on a shelf or in a.. pantry.

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Logo Design.

Using elements from the label, we created a mark to be used on business cards, letterhead, announcements, etc..

Headshot Photography.


Like what we did for R&O? Start talking to us about your upcoming projects.

Work Log: Southcott Threads

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Southcott Threads

Founded by Amy Graham in Dallas, Texas - Southcott is a line of contemporary casuals for women seeking better everyday wear. Made sustainably from bamboo cotton and to fit every body shape, their clothes boast comfort and quality for all.

We’ve had the pleasure of working with Southcott a number of times now and have shot up to sixty looks in less than eight hours. The team is always well directed by Angela George of By George Partners, and we’re so grateful she pulled us in on this project.

 

Work Logged.

+ LIFESTYLE PHOTOGRAPHY

+ ECOMMERCE PHOTOGRAPHY

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We developed a sharp, minimal, and clean e-commerce aesthetic that puts focus on the unique cuts seen throughout the tops and dresses.

 

In Use:

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Need something photographed for your brand?

ELLE Feature - together for Flanelle Magazine

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together

shot in 2017 for flanelle magazine

featured in elle usa march 2019

 

TEAM

Makeup Artist - Lacey Salas

Hair Stylist - Jessica Henry

Wardrobe - Ferrah

Wardrobe Stylists: Lela Orr & Lea Nyland

Models - Haley Halter & Makayla Harmon of Kim Dawson

 

FEATURE IN ELLE USA

We were honored to have this photo published in Elle USA March 2019 as part of a profile on designer and season 17 Project Runway contestant, Lela Orr of Ferrah.

MARCH 2019 COVER

MARCH 2019 COVER

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ORIGINAL STORY FOR FLANELLE MAGAZINE

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Work Log: Revive Mobile Wellness

 
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Branding.

REVIVE mobile wellness is Dallas’ premiere mobile medical spa service where their priority is your comfort and your convenience. REVIVE was founded and is run by RN Patty McCoy and Dr. Sean Black who both come from a background in the ER. The beauty of REVIVE is they bring their office to you and are very discreet. You can throw a party for your service or keep it a secret.

In our conversations about the brand and image - we agreed to go in a strong educational route. We didn’t want to play in to vanity or insecurities - we wanted to give the straight facts and let the customer decide their motive. It was super interesting learning the medical benefits of the products aside from the cosmetic benefits. Regarding to strategy and the target market, we wanted the services to be appealing to all. In the initial concepting, we offered the following three options:

 
 

Work Logged.

+ Strategy

+ Logo

+ Color Palette

+ Typefaces

+ Photography

+ post-production

+ Web design

+ social templates

+ Business Cards

 

Neutral

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With the med spa industry generally leaning toward middle age or older women, we wanted a concept more appealing to all. We used very bold and matter-of-fact language educating the consumer on the benefits rather than influencing them. This with a high contrast photo and design style is intended to get the point across and let the customer make up their own mind.

Abstract

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This concept pulled on abstract shapes to symbolize structure, perfection, and lift while staying in a muted color palette open for interpretation. The abstract shapes keep the identity a little more concealed which might be appreciated by the clients who may have been burned by the industry in the past or want to keep things on the down-low.

Water

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The banner on the original REVIVE website was a splash of water. The reviving property of water was something that had inspired Patty when thinking about the brand. The puddle of water and drop falling into it inspired a plump, smooth style throughout the type and a fluid, organic style through the illustrations.

 

Chosen Concept: Neutral

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Logo.

 

Internal Exploration

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presented concepts

 
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Sans-Serif Option

The logotype stays very clean, simple, and modern. The mark was inspired by the word Revive: The Latin word vivere, meaning “to live,” gives us the root viv. Words from the Latin vivere have something to do with living. To survive is to remain alive. To revive is to bring back to life. To be vivacious is to be full of life. These are all things we see in the Revive Mobile Wellness brand story. We played off of that and created something with VIV in the middle, reflected off an M and W for mobile wellness, completely locked into a single geometric mark.

This concept was chosen.

 
 

serif option

The logotype starts out broken and ends complete, symbolizing the revitalization this brand brings to their customers. Staying true to classic yet modern approaches to typography, we wanted to show a serif option that leans into both the older audience, younger audience, and the stencil effect creates a bit of a masculine balance. The mark has a simple plus sign inspired by the universal medical red cross symbol, alluding to the fact that this brand is medical without giving it away. Adding to the inspiration, there is a 1 that the R stencil creates, symbolizing that it is for you rather than for society to accept you.

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Mark revisions

 
 

Final

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logotype

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mark

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lockup

 

Colors.

 

Typography.

 

Photography + Post-Production.

 

style

For the photography, we used a high flash style with stark shadows to bring out the boldness of the concept. Since we’re working with a pretty monochromatic color palette, we used GIF animations to grab people’s attention rather than color. A questionable decision was the vast use of syringes due to some people’s fear of needles; we decided the use of them in a fun modern way could work in our favor to make needles less scary and more approachable.

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Process

To match the brand colors perfectly, we shot the syringes on a bright colored set with high contrast; this way we would have good structure and light, but could isolate and adjust the color in post.

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Web Design.

 

Once we had the identity locked down and the photography was done, pulling the website together had more to do with strategy than creativity. We approached the wireframe similarly to the other websites we’ve created: draw people in with bits of information, stunning creative, and give them the option to find out more but don’t overwhelm them right off the bat. We created this website with Squarespace where we are Circle Members and can extend a 20% discount + extended free trial to our clients. You can check out the full website here.

 
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Social Templates.

 
 

REVIVE has a heavy presence on Instagram mainly using before/after photos and testimonials to educate followers + witty quotes to keep them entertained. To create more consistency with the overall brand image, we gave them three social templates to use: one for before & afters, one for quotes, and one for phrases. We preloaded each of these into the Canva app with the correct color settings and fonts for REVIVE to simply swap out the photos or copy.

 
 
 
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Business Cards.

 
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Like what we did for Revive? Get in touch with us about branding your next big venture. We work with brands near or far, large or small.

Editorial: Skywave Propagation for YOKO Magazine

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Team:

Set Design/Photography: Secretary Studio
Styling: Calli Martin with Seaminx Artist Management
Hair & Makeup: Rocio Vielma with Seaminx Artist Management
Model: Jane Harris with Wallflower Management

 
 
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Work Log: Foreign Collections

Foreign Collections Marti Diro Patricio Rivera Dallas Photography

Foreign Collections

Foreign Collections is an incredible brand created & pioneered by our dear friend Marti. The handcrafted pieces pay homage to Marti’s Ethiopian culture and in her words “are a statement of individuality without an apology”.

We photographed the new maxi jumper dress campaign on model Roué Vera for the e-commerce launch and new lookbook with makeup by Ariana Hajek and florals by Patricio Rivera.

 

Work Logged.

+ Lookbook Photography

+ Ecommerce Photography

Lookbook Photography.

Foreign Collections Marti Diro Patricio Rivera Dallas Photography
Foreign Collections Marti Diro Patricio Rivera Dallas Photography

Ecommerce Photography.

In Use:


Like what we did for Foreign Collections? Reach out to us about photographing something for you.

Work Log: Blake Coleman A.K.A. Pickles

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Blake Coleman

Blake Coleman is a center for the New Jersey Devils endearingly referred to by his fans as “Pickles”. We won’t spoil the story on how the nickname came about, you’ll have to read about it on his site.

How did we get connected with an NHL player? Lucky for us, he’s from Texas and his sister Lauren was working with him to launch a personal brand. Being a talented designer herself, Lauren reached out to us for help on the photography end.

 

Work Logged.

+ Lifestyle Photography

+ Website Photography

+ Ecommerce Photography

 

Lifestyle Photography.

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Website Photography.

Blake Coleman Jersey Devils
Blake Coleman New Jersey Devils

Ecommerce Photography.

In Use:

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Blake Coleman Pickles

Like what we did for Blake? Reach out to us about photographing something for you.

Work Log: A Place to Love

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A Place to Love 

A Place to Love is an interior design studio in Dallas, TX. Sarah Hancock founded her business in May of 2018 when making a career pivot from finance. 

Initially, Sarah brought us in to photograph one of her first big projects - she was the first person who wrote a check to Secretary Creative LLC; we still have it on our wall. A few months later we heard from Sarah again, this time in need of a website. 

Using Sarah's existing brand identity & the photos we took, we gave A Place to Love a bright, inviting website that is straightforward without being bland. The bright, airy feel of the home we photographed for her played perfectly with her branding & Sarah was pleased with her results.

We continue to consult with Sarah on social media marketing, managing her website, & photographing her new projects. 

 
 

Work Logged.

+ Photography

+ Web Design

+ Consultation

 

Photography.

 

Web Design.

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Need a website for your brand or business? Let us help you. Our clients enjoy 20% off their first year of Squarespace in addition to an extended 6-month free trial.

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Editorial: Movement for iMirage Magazine

Movement is an original post-production story by Secretary combining photography with design. It showcases a range of motion & emotion through the posing, design elements, & minimal styling.

 

Work Log: Tribal

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Tribal

Tribal is a Dallas native organic juicery & café. Owners Brenton & Hailey pushed their cold pressed juice distribution from a few local stores & coffee shops to Central Market & several states. In January 2018 Tribal opened their first café in the Bishop Arts District. Tribal All Day Café serves food that is just as good as it is good for you. They steer away from labels like vegan or vegetarian, but have a delicious option for everyone. As exquisite as their flagship in Bishop Arts & the food prepared in it is, they felt the Tribal website was lacking. With this new venture, they needed to find balance on the web between promoting the café & the juice. 

We've been friends & fans of Tribal for quite some time, so when they trusted us with their website we were honored.

We created the balance by getting to the core of the brand: community & quality ingredients. Staying true to their minimal branding while making the website exciting & approachable, we used illustrations to catch the user's eye & inform them about the brand. 

 
 

Work Logged:

entry one:

+ illustrations

+ Hero Image 

+ web design

entry two:

+ merch

+ Menu design

+ Marketing material

Merch.

 

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Menu Design.

Illustrations.

 

A big catalyst for this project was Tribal needing an online platform for ordering juice. In our initial meeting together, we all came to an agreement that illustrations would be such a fun & educational way to present the juice rather than plain bottle images - so that's where the illustrations started. Eleven deconstructed 12oz juices, & five deconstructed 32oz juices. 

Juice:

We liked the illustrations so much for their brand that the style led into spot illustrations, buttons, & an illustrated hero image. 

Button:

Spot: