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:

 

Hero Image.

 
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Possibly the trickiest part of the web re-design process for Tribal was coming up with a stunning hero image. Tribal needed something that wasn't specific to neither the juice nor the café, but was on brand & grabbed attention. We tried several options focused on ingredients, but none of them felt right; that's when we went with a storefront illustration that focused more on the community aspect. 

 

Hero rejects:

 
 
 
 

Web Design.

 

Using our illustrations with the food photography & copy Tribal already had, we put together a home page that encourages conversions & holds the user's interest. 

From the opening page, you're immediately given the option to place an order; this is helpful for frequent customers who are already familiar with the brand. For those who are not, keep scrolling & you can read trimmed pieces of the original website copy telling just enough about Tribal without overwhelming you with information. At the bottom of the page, we give store hours, a map, & the options to order again now that you know a little about Tribal. 

In addition to the home page, we designed a menu page, & three online ordering pages - juice, café, & meal plan. We condensed the previous two meal plan ordering pages into one that has the meal plan menu to look through & the option to order either the 3 day or 1 day meal plan at the bottom. 

The juice and café pages are completely new. On the juice page, our illustrations make it easy to see every flavor & know exactly what's inside each of them - presenting it up front saves the user from having to click into each product for the ingredients & repeat for each flavor. The café page is straightforward & gives the options to order delivery, take out, & information to visit in person. 

 
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Before & After.


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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Work Log: Indigo Child

 
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Branding.

Indigo Child is a luxury hair salon where clients get a full treatment every time. Indigo Child is built on positivity, on the simple idea that ALL eyes are on YOU. Their talented stylists thrive on the energy you bring, and they are united in the sole purpose of helping you bring that energy out into the world.

The concept for the name Indigo Child came from the owner Sarah's experience with an aura reading where she was told she is an Indigo Child. Indigo Children are highly intelligent, perceptive, empathetic, & strong willed. Their strong intuition & perception relates to the sixth chakra, or third eye, which is the inspiration for the logo. We wanted to go a classic luxury route that isn't "trendy", but also isn't stale. In the initial concepting, we offered the following three options:

 
 

Work Logged.

+ Logo

+ Typefaces

+ Color Palette

+ Photography

+ Illustrations

+ Brand Pattern

+ Branded Phrases

+ Business Cards

 

70's

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The concept of Indigo Children was a new age term coined in the 70’s. With this concept, we'd to pay homage to that era in a subtle, yet classic way. The colors would be bright & the logo + illustrations would be minimal, incorporating organic curves while staying geometric. We'd create a custom logo-type for the storefront (inspired by the Vada in the right corner).

Mystic

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Indigo Children are extremely spiritual. This concept leans into the classic style of illustration when thinking of mystic branding. We would pair the classic illustration style with a modern high x-height typeface. Another option would be to do a custom marbling (similar to bottom left) for a pattern

Line

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In order to keep current but stay classic, line illustrations are always a respectable way to go. We could play into the Chakra and different plants indigo symbolizes for illustrations. A modern line would be paired with a modern sans-serif typeface.

 

Chosen Concept: 70s

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Logo.

Exploration

Iterations

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Colors.

 

Typography.

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Photography.

 
 

Illustrations.

 

Branded Phrases + Pattern.

 
 
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Business Cards.

 
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Like what we did for Indigo Child? Get in touch with us about branding your next big venture. 

Editorial: Berlin for Féroce Magazine

Team

Hair & Makeup - Sandra Saenz

Styling - Calli Martin

Models - Drea Grady & Parker Reinertsen of Wallflower Management

Editorial: Dry Heat for Jute Magazine

Photography & Styling - Secretary

Makeup - Sandra Saenz

Floral Styling/Styling Assist - Patricio Rivera

Model - Nina Kong of Kim Dawson Agency

Sunglasses - Glass Optical

April Showers for Basicly Magazine

Sometimes April showers don't bring May flowers. 

Concept, Makeup, Hair, Styling - Lacey Salas

Clothes - Open Road

Model - Emily Ball of Wallflower Management

 

Secretary Campaign I

Now that we have told you all the different ways you can use your content, we wanted to show you the ways we have used ours. 

This is a lookbook: 

 

E-commerce is shutting down brick & mortar's left and right. The percentage of people who say they prefer shopping online has grown exponentially over the past 5 years. Whether you're selling pottery, organic trail mix, or vintage clothing - your product images need to be high quality, especially if that's the customer's only interaction with your product. 

The images shown above are a taste of what a lookbook could look like. Usually each product would have a front, back, & detail shot. You want it to be simple, but give the product some life too. 

 

This is an Instagram feed:

 

This is an Instagram Story:

 
 

Instagram is THE platform to be on. Instagram lives almost completely on the mobile app where over 800 million users go to shop, share, & discover. With the ability now to advertise & shop directly on the app, it's the perfect place to showcase great content, draw in new customers, & engage current customers.

Posting regularly on your feed is vital to keeping customers interested & drawing in new customers. It can be a daunting task to constantly create & post content on social media - that's where we can help. With our campaigns, you'll have plenty of content to mix in to your Instagram feed - we'll even tell you how to lay it out as well as give you some social media tips & tricks. 

 

This is a Facebook Ad:

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Facebook has changed countless times over the years and with their new algorithms it can seem hard to get your name out there. But a little money and a lot of strategy can change that. Facebook has an advanced self-serve advertising platform that allows you to target specific audiences with your tailored ad creative. Between the two of us here at Secretary, we have years of experience in social media advertising. We can create content that combats the algorithm & performs better. 

This is an Email:

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Email marketing doesn't immediately strike anyone as the most effective marketing technique; maybe because it's nothing new, or maybe because we are all flooded with so many emails that it seems like a diluted approach. In reality, email marketing has a higher return on investment & higher conversion rate than the majority of other marketing tactics. It has the potential to be automated, it feels more personal to the consumer, & it has a high rate of mobile interaction. We are suckers for email campaigns from Aesop & Everlane - they get us every time. 

This is a Blog Post.

This is a Website. 

All the content you just scrolled through came from a single campaign with a single theme & goal. Our theme was a mid-century office secretary with a modern influence & our goal was to create content that we could use to launch our brand on web and social.

These are some ways we used our campaign, we can't wait to hear what you want to do with yours.