Rachel Shultz Branding

In 2021, I worked with Los Angeles based artist Rachel Shultz on her brand. Together, we developed a logo and monogram to use across her art pieces, social platforms, and website.

Throughout the design process, we discussed incorporating Rachel's artwork within the logo. Her dynamic reverse painting technique is what sets her apart from other artists and I wanted to highlight that. Initially, I explored making the type dynamic to mimick her art style by shifting between different weights and orientations of the letters and using the type as a window to show her artwork. Ultimately, we settled on keeping the type static while having her paintings pan behind the letters to keep the focus on the art.

The second piece that I worked with Rachel on was a symbol as a secondary logo that can standalone on its own. My first idea was to create her initials out of various sized dots to match her art style, but Rachel had another idea of incorporating the spiritual side of her artistic appraoch. The final monogram is inspired by the Cosmic Egg symbol, a motif that appears in many creation myths around the world. The design incorporates her 'R' and 'S' initials and abstract moon and upside down pyramid shapes that she often uses in her work.

You can view her artwork at RachelShultz.com