Love Crate

When a client uses phrases like "off the hook" and "word" in emails you know that it's going to develop into a friendship. Shayla and I worked together to create a brand story for Love Crate that would work both online and when printed.  Her passion for natural products oozes out of her and her excitement for helping people make nurturing choices in self-care is unbeatable. Every product in the Love Crate shop is chosen carefully and lovingly (I slightly freak out when I get shipped something new and try it for the first time.  ahem... bamboo face wipes you are my lifesaver.)

For the next few days Love Crate is offering 30% off with code: springbreak 

Head on over to the shop and check out Love Crate on Instagram and Facebook

Product photography by Sarah Hrudka, Jill Olson and Bethany Meister

Love Crate Branding - Kayd Roy
Love Crate Website - Kayd Roy
Love Crate 30 percent off

The Freelance Life: Creating Mood Boards


After all the documents are signed and the questionnaires filled out it's time to start getting creative! I like my process to begin with client-driven mood boards. An important thing to remember is that most clients like to be part of the creative process, so this is really their time to shine. 

Using Pinterest
When I check out a new client's boards I can usually determine what type of person they strive to be and what type of aesthetic they are attracted to. First we start with a fresh (and secret) Pinterest Board. I ask the client to describe what she likes about a particular image so we can begin to see a theme and pick out the most important elements. The more particular they are with the descriptions the better! Typography, colors, pattern, design elements and layout should all be pinned but I'm also interested in overall mood shots, which could be anything from food shots to scenic views.

Curating Images
After the board has a general theme I look though all the images and notes. I begin pulling the pinned images in Illustrator and adding my own images for more variety and a fresh spin. I typically create two mood boards - one shows the aesthetic of the brand and the other shows what the ideal customer looks like. Showing the lifestyle of their target customer helps connect the branding and business problems into real-world solutions. 

Getting Approval
After all my questionnaires, consultations and spending time looking at my client's inspiration I usually feel good to begin designing. I shoot my client a simple "I'm so excited to work on this project" email with the aesthetic mood board attached and some bullet points of what I hope to incorporate into the branding. I don't spend too much time fussing over the board because I look at it as a work in progress.

Some general rules to remember
Make the theme obvious. 
Aim to spark an emotional response.
Photoshop is your friend. If you like an image change the color or tone to match the rest of the board
Create an inspiring layout
If you squint at your mood board and you squint at the final design they should match 

Mood Board inspiration:
Jessie Kay - Beautiful Layouts
The Veda House - Branding Backwards
Swooned - Clear aesthetic for each board (and there's a lot of boards!)

See the rest of a Freelance Life:  01 How to Begin02 Important Documents03 Finding the right Clients, 04 Initial Meeting

The Freelance Life: Initial Meeting

The Freelance Life: Initial Meeting

Yes! A potential client has emailed you saying they love your work and need help with a design project. (Insert happy dance here). Now it's time to freak out. Do you have the documents you need? Does your skill set match what they are looking for? omg omg omg. The last post of TFL, I talked about how to find the right clients for you and today we'll move onto that initial meeting.


Get yourself organized and send out proper documents to this potential client like your process page and pricing packages. Having a basic pricing document will instantly determine if your client really wants to spend the amount that you are worth. 

Do some research about the person or business. Understand the basics of what services they provide and what help you could offer. If needed, do some research on their competitors. 

Elevate how they communicate. Does the tone of their email match that ideal client of yours?


I prefer to do face-to-face meetings whenever possible - that could be at a coffee shop or through Skype. There is something about understanding a person's vibe that instantly speaks about their business more than a questionnaire could tell you. It also helps you AND the client realize you're a real person and not just an email address.

Determine how you want to be viewed by your client. This can be anything from knowledgeable and organized to flighty and messy. First impressions are everything, not just for you but for your client too! Most of my client relationships have turned into great friendships after I stopped worrying about being all buttoned up and professional and started being myself. I am still very organized, put strategies into place and gain full trust but I do so now in a more casual and personable way. I've decided to be a designer who is invested not only in my client's business but also their family and personal life. 


Understand what the client's goals are for this project and what is specifically needed. Look at the big picture - they need a rebrand because their target market changed, they need a new website because they started selling product... Always keep in mind that you are helping another business and your goal is to help them succeed. 

Determine a general timeline and explain your process. Bring a contract with you for them to take home or sign on the spot. 

If you started a Pinterest board together or if they had any inspiration to share, print it out so you can talk about what they are attracted to. It's important that a client can tell you what they are drawn to. If they don't know, how are you suppose to?

Show off your knowledge and how it can benefit their business. Just because someone comes to you for a new logo doesn't mean that you can't take that to the next level and offer them a social strategy and graphics that go with it.


Follow up with any existing questions, questionnaires, contracts and final pricing. 

If they are on social media make sure to follow them and start engaging. Again this helps both of you relate to one-another. Ask your client if they want their rebranding process public. This is a great way to engage not only your fans but also attract new interested towards your clients business.


See the rest of a Freelance Life:  01 How to Begin, 02 Important Documents, 03 Finding the right Clients

Target Collaborates with Top Pinners


I'm SUPPER jazzed that the secret is finally out and we can start talking about Target's latest collaboration with some of the top creative pinners, Oh Joy, Poppy Talk, and or course Minnesota local, Wit & Delight. I've been following these blogs for years and am a total design nut so when I first heard about these projects I FREAKED OUT (and my team thought I was a little crazy). 

These were some of the last projects I worked on while at my old job in Target's Product Design and Development area. I am so proud of my old team for putting so much creative work into all of it!

Read more on a Bullseye View

Oh Joy's line comes to stores March 16th but you can take a look at some of her party products on Pinterest already. Party with Pinners