1. The Strategy: From “Fantasi” to “Works”
At 17 years old, I knew I wanted to create something significant. I even drew a self-portrait on my sketchpad, standing in front of a building I had “purchased” with the logo Tru.Fantasi on it.
Back then, I was a massive fan of the Final Fantasy franchise, which heavily influenced the naming. I knew I wanted the brand to be “True” because I wanted people to feel the real heart and the real people behind the business. However, I had not yet established the “why” behind the brand. It remained a mash-up of past ideas for many years as I worked toward a clearer vision.
Eventually, I realized “Fantasy” did not encapsulate my mission. I wanted to showcase the work of others, share my own writing, and invite a community of both Christians and non-believers to share their stories. During a branding assignment in art school, I took the opportunity to sort out this “True” idea.
I created a bubble chart, starting with “True” in the center and adding every idea I envisioned for the company. As the bubbles grew, the vision cleared, leading me to rename the brand Tru.Works. This name felt timeless and “uncaged.” It could transform as I grew as an artist and professional.
2. The Iteration Process: Overcoming “Trendy” Design
The transition from a name to a visual identity was a long process. My early concepts in college were experimental and, looking back, quite flawed.
- Iteration 1: I used Bebas Neue paired with Thirsty Script. It followed the trends of the time but lacked the longevity I needed.
- Iteration 2: I moved toward Adobe Caslon Pro, a serif I was fond of early in my career.
Both versions felt rushed. I wanted a good grade, but I also just wanted something to put online. My goal was to capture two parts of myself: the serious, professional side and the “quirky hippie” side. I knew these were not perfect, but I also knew I would eventually refine them.
3. Defining the Audience Through Experience
For years, I produced content without a specific audience in mind, writing about everything from personal trauma to politics. However, after moving to New York City and interning for Monologue Blogger, I began using analytics to see what actually resonated with people.
I learned that the people reading my stories were people like me: Christians, artists who worked, and those seeking help on specific life topics. The Brief:
- What is Tru.Works? A space for true works of art across all mediums, created by artists who spread positivity.
- The Target: An inclusive community, including Christians, focused on love and non-judgment.
- The Gap: The previous logo felt dry and generic. It needed a unique visual language to fill the market gap
4. Visual Metaphors and Design Logic
I spent a week sketching and researching type and color to match my refined concept.
Color Theory
The palette was inspired by the concept of justice and the balance between the masculine and feminine.
- Red: Represents the feminine and the fight for truth.
- Blue: Represents the masculine and stability.
- The Adjustment: To avoid clichés, I lightened the initial tones, leading to the “infamous” Tru.Works red, blue, and gray. The gray acts as a crucial anchor, balancing the two brighter colors.
Typography and Grid
I paired Lora, a contemporary, weighted serif, with Abel, a modern sans-serif.
The Grid: I used a pixel grid to ensure proper spacing between the curves of “Tru.” and the straight lines of “Works,” ensuring optical balance.
The Logic: Lora represents the feminine and curvy side of art, while Abel is more structured. I chose to “swap” their expected colors by giving Lora a blue hue and Abel a red hue to create a balanced, modern tension.
The Design System in Practice: The 2017 Collection
In 2017, I self-published the first Tru.Works collection book. It was designed to be a “Chicken Soup for the Soul” for Christians, featuring art and challenges. Creating a physical piece was a major test of the brand’s flexibility. While I explored different layouts and colors for the book, the core identity remained recognizable. I learned that my brand was strong enough to venture out of its standard “3-color” rule without losing its soul.
6. Reflections & Takeaways
Tru.Works is more than a logotype; it is a reflection of my growth. I refined the brand as I went through art school and grew professionally. The hardest part was not the design itself, but establishing the purpose behind it.
I am glad I did not wait until I was “ready” to start. I do not regret having a “horrible” logo for the first five years, because it allowed me to just get started. If you have hesitation because your idea is not concrete yet, just go for it. Over time, your idea will sort itself out.