Common Thread


Common Thread (formerly Xpecting Boutique) a women's clothing store in Newport Beach, Calfornia. On this project, the client was looking to rebrand with a new name with an emphasis on community.

My process for helping any company come up with their brand name is first coming up with a word cloud. A word cloud is basically when you write down words that share similarity to what the client described that they want their company attitude to be. After the word cloud, I have a brainstorming session and try and match the words together to form a brand name. Once the client approved the brand name I start sketching out rough logo concepts then I take those sketches into Adobe Illustrator then sending the final results to the client to review.


  • Branding