Serendipity Road

The first time I met Julia Kepler was at Live Oak Coffeehouse. We met to discuss the creation of a logo for a brand new store she was opening in downtown Midland, Michigan: Serendipity Road. She was full of enthusiasm and passion for the path she was on, and I was so thrilled to be a small part of her entrepreneurial journey. Her vision was to create a local makers market. A made in Michigan store that also incorporated her love of vintage items and showcased her eye for home decor and styling.

Julia had some very specific ideas in mind for the logo that would adorn the awning at 215 East Main Street. She knew she wanted navy blue. She knew she wanted the word Serendipity to be all lowercase and in a hand-lettered looking font, and the word Road to be all caps in a sans-serif style. The idea behind the name is that the paths of life are serendipitous, so she wanted a road to be somehow incorporated as well.

Here are the initial proofs that I sent to her after our meeting:

From here we used the proofs as a buffet. She chose the symbol from #8, but as the O in road, in the fonts of #4. I loved this idea because it allowed for a mark she could use on it’s own, in addition to a full logo which incorporated the mark seamlessly.

Here’s a look at the final products:

Block Logo

Mark Logo

Now, over a year later, this gem of a store is thriving downtown and features over 70 makers from Michigan. If you haven’t shopped there yet, do yourself a favor and check it out!

During this time, I also had the pleasure of developing a coordinating logo for Julia’s personal brand. Serendipity from Jewels items can be found at Serendipity Road as well.

Serendipity from Jewels logo design.

Julia with her newly applied awning logo!

This was a wonderful branding project. I am so grateful to have had the opportunity to get to know Julia’s kind and driven heart in the process. Every time I’m downtown, I try and pop in to see what’s new!