Building a Brand from Feeling
A living brand system designed from instinct and creative permission
BRANDING CASE STUDY: SYDS FAB SHOP
ROLES Brand Designer • Copywriter • Voice Strategist • Visual Systems Designer
Background
Syds Fab Shop is my personal art and design studio; a space where I create functional pieces, sculptural lighting, and fine art.
The Genesis of Syds Fab Shop
The name came first, a flash of imagination late one night.
I didn’t have a space, a product, or a plan.
I had a name. And a feeling.
As I searched for a studio, I knew I needed an anchor–something that felt real. A visual identity was my starting point.
The Process: Orbiting a Feeling
There was no product. No brief. Just Syds Fab Shop and a vibe.
I designed my logo by feel–hundreds of iterations across multiple sessions.
Fonts, symbols and palettes were tested quickly and intuitively. I wasn’t searching for perfection. I was orbiting a feeling, and giving it shape.
Eventually, a system began to reveal itself:
Fonts that felt self-assured but unpretentious
A logo that felt self-contained, approachable, and bright
A color palette made of my favorites–because why wouldn’t it be?
A visual system that felt like me
The Core System Emerges
Colors echoed. Patterns emerged. The work started to reflect the identity—and the identity responded in kind.
This is when I understood the power of branding: the subtle feedback loop between what you make and how it's seen.
Syds Fab Shop
Comes to Life
When I finally got a studio, I let the brand and my hands take over.
Branding In Action
Branded, tiled display sign
Brand icon hand painted on penny-tile on the bottom of 'Haley's Golden Boy.
The underside of Cacti Lovers
you get the idea
Expanding the Visual Language
After several years of creating and refining my body of work, I circled back to the brand.
My art had evolved. And the brand needed to evolve with it.
PRIMARY COLOR PALETTE
SECONDARY COLOR PALETTE
NUETRAL PALETTE
ACCENT PALETTE
Conclusion
The Syds Fab Shop brand started with instinct.
It became a logo, a color system, a voice—and then, a studio practice.
It’s an ongoing collaboration between process and aesthetic, between intuition and intention.
And it’s taught me to:
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Trust my creative eye
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Follow what feels true
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Design from the inside out
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To shape the intangible into something enduring
