Thirst Branding

Project Type: Logo & Branding
Client: Thirst – A Romance Bookstore
Role: Freelance Designer & Art Director

The Brief

My client was looking for something simple and effective. While romance culture often skews overtly playful, she wanted to acknowledge that world without becoming engrossed in it. Blush pink was essential, but hearts and obvious motifs were not. The identity needed personality and warmth, while remaining elevated, confident, and approachable. After all, it is Milwaukee’s first brick-and-mortar romance bookstore.

My Role & Leadership

As a freelancer, you are the designer, art director, client liason, and strategist. From discovery through final delivery, I began by understanding what the client responded to visually, and, just as importantly, what she wanted to avoid. Early conversations revealed that while “twee” references came up, the true goal was something more nuanced: romantic, but grounded. Something with a bit of personality but still modern and clean.

I guided the client through a three-round process that allowed us to explore tone, typography, and structure before refining the final logo suite.


Key Contributions

• Led brand discovery to clarify personality, tone, and aesthetic boundaries

• Conducted three design rounds. Round 1: Mood exploration, typography, and structural direction. Rounds 2–3: Logo concepts and refinements

• Designed a flexible, logo suite adaptable for storefront, social, and web use

• Developed a color palette anchored in blush pink and balanced with deep blues and neutrals for long-term flexibility

• Created a visual system that feels romantic and inviting without relying on clichés