Branding: Morgan Auten Smith


The brand

Morgan Auten Smith is a creator and abstract visual artist focusing on themes of family, spirituality, and emotion. She is a deep feeler and have found there are things inside of that she wants to bring into the world. Morgan does this by creating beautiful works of art that can bring life and joy into physical spaces.

This one is a special one to me. If you didn’t catch it, we both share the name ‘Auten’, so yes, she’s my sister!

The strategy behind the brand

The brand identity for Morgan Auten Smith is joyful, abstract, thoughtful, and personal to her – hitting all the brand keywords. Overall, the brand is professional but also raw and honest about hardships, real life, and motherhood. The eye icon represents a window into the soul and is a mark the artist personally resonates. The raw lettering conveys the nature of the work she does and the lack of perfection she embraces in work and life.

Print materials for Morgan Auten Smith

Morgan wanted to create a high touch experience with print, but with the understanding the independent art isn’t her full time job. For that reason, we had to focus our efforts on stretching the dollar. In the end, we placed an order for business cards, notecards, tote bags, and packing tape.

To add some custom touches, we ordered a vellum notecard that Morgan customizes and places over the printed notecard. Additionally, we ordered a custom embossing tool so each envelope she sends out has a fun branded touch (I used this method on Izzy’s brand too!).

Photographs by Kayley Lorraine Photography