Branding
Archie Family Photo App
WARM / TIMELESS / JOYFUL / NOSTAGLIC / ELEVATED
Archie is a family photo sharing app designed to help parents preserve memories, print keepsakes, and share precious moments with their inner circle. It was founded by Stef Caldwell, a mom who built the app she always wished existed while working in the corporate world. Archie is the kind of passion project that starts as a side hustle and becomes something real.
The Client
Stef came to me with a rough brand vision and needed help bringing it to life. She needed a complete brand identity system that could work across web, social, and the app itself. Something that felt warm and personal, not corporate or clinical. The kind of brand that makes a family feel welcome the moment they encounter it and trustworthy enough to share their family's keepsakes.
The Project
The Archie brand identity is built around five visual descriptors: warm, timeless, joyful, nostalgic, and elevated. Custom illustration and hand-drawn patterns bring personality and warmth to every touchpoint. The color story and illustration style evoke the feeling of flipping through old family photos — familiar, comforting, and full of heart. The result is a brand that feels personal and completely unique, the kind that makes a passion project feel like a real business.
The Approach
Brand identity design, custom illustration, hand-drawn patterns, color palette and typography system, brand style guide, web assets, social media assets, app assets, photo editing
