Client Spotlight: Petra Rabson Events and Design


What Alexandra Studios offered: Brand Identity

Since Petra was actually my and my husband's day-of coordinator for our wedding, Petra and I already knew we were a great working match. We started out meeting for coffee so I had the opportunity to really get to know Petra, her story, and to learn her “why”. The “why” is so important. Why is she here in the city? Why did she decide to pursue event planning? Why is she so cool? You get it.

Photo by Danielle Elliott

Photo by Danielle Elliott


I love this part of the project. Even before design — getting to know you as a human, not just another client paying for a service. We get below the surface level. This won’t be a conversation simply to chat about numbers and logistics, but a chance to share who you are and why you’re spending your time and energy creating and working on your business or project.

Photo by Tetiana Photography

Photo by Tetiana Photography

Once Petra and I had the chance to meet (this can also be done virtually!), I sent her my outlined notes and additional questions to ensure we nailed down all the details. We worked together to hone in on her brand strategy — her business mission, goals, and the overall meaning behind her brand before even starting on the visual side of things. Note: strategy can be something you (the client), already have nailed down, or I can help move it along and define what your strategy is as we start your project.

I learned her parents were both entrepreneurs — “the ‘O.G.’ hosts” which inspired Petra to begin planning and creating her very own business. Her father owned a bakery and was always hard-working and hosting friends and family alongside Petra’s mother throughout her childhood.

Once we nailed down her business goals and mission, by chatting together and collaborating over imagery and inspiration via Pinterest, I started mood boarding.

Mood boards are exciting because it’s the first visual a client sees in the process. Mood boards help us both define the overall visual direction and color palette of your brand. It creates a thematic mood, emotion, and feeling you want your brand to exude. It’s a crucial step in the process, as it’s what I will be drawing from in regards to color to use for your logo itself as well as your marketing materials and website. As your brand strategy sets up your overall brand mission and goals, your mood board sets up the entire brand tone.


Next up is sketching and iterating on initial logotype concepts.


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I like to present at least two different iterations to clients and they’re each quite different, but always match the initial goals and mission of the brand (we constantly go back to the goal and mission to ensure we stay on track and aligned). Seeing two different options starts the conversation. After I present the concepts (this is done virtually), I ask that you take some time offline to sit and think on the designs presented and come to me with feedback!

In presenting the concepts to Petra, I included what they looked like in her competitive landscape, in context with imagery, and providing my design decisions in further detail.



Petra loved the initial logo concept but wanted to explore other type treatments. Before finalizing the logotype, symbol and graphic asset, we decided to go through this type treatment phase.

Type treatment exploration is exactly how it sounds! It’s trying out different kinds of typefaces to see what works and looks best with a design; in this case, her logotype.

Once we completed the exploration of type treatments and primary color treatments we moved forward with creating a graphic asset for her overall brand. This was an add-on to the brand identity package that I offer. She wanted a graphic that could be used as an accent on her website and marketing materials that matched her brand story and values.

Via Petra’s Instagram

Via Petra’s Instagram

We went back to our initial conversations and to her brand story; her “why.” Her parents were “the ‘O.G.’ hosts,” her dad owned his own bakery for years. This was what sparked events and planning for Petra. I decided to draw a piece of wheat and transform it into an asset that she could use for anything brand related.

I presented her final logotypes, logomark (also known as a symbol), and graphic asset. (This was also done virtually and in presentation form). Once Petra had approved everything, I got into the final details, creating exported files for print and web in multiple file formats. I then turned it all into a clean and easy to digest PDF that I call the Brand Guideline book. This book includes how and when to use each logotype and mark (as well as what not to do with them), typography suggestions, brand color palette codes, marketing collateral examples, and finally, photography style.

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I’m so excited to hear that Petra has been able to use our conversations, process, and Brand Guideline book to create her own website and future marketing materials.


“I hired Alexandra to do a rebrand for my event planning and design business and it was one of the best decisions I have ever made! … Every time I pull out my brand guidelines to make sure that my content is aligned to my brand, I smile because this brand feels like such an accurate depiction of me. … “

Nothing better :).

Alexandra Collins