People of the Rain

Rebeca the founder of Uvi Savi, reached out to me to help create a brand identity design.

Uvi Savi, is a photography brand inspired by the Mixtec phrase Nuu Savi (People of the Rain). The founder, Rebeca Dominguez, sought a brand identity that reflects her heritage, empathy, and artistic approach to storytelling.

My goal was to create a visual identity that evokes a connection to nature, her heritage, and storytelling. I also needed to design a logo system that is refined, memorable, and versatile across web, print, and social platforms.

Shining the Light

Discovery & Strategy

We started with a collaborative discovery process to define the brand strategy. We had the initial discovery call and later, another to discuss the questionnaire and clarify the brand further.

Brand Look & Feel

From there, we developed two possible design directions, then finalized on one visual system. This direction centered on Mixtec heritage, rain, landscapes in central Mexico, and the Pacific Northwest. Simplified geometric forms, modern typography, and colors of natural tones.

Brainstorms & Raindrops

Creative Process

The next step was to collaboratively define what subject matter is appropriate for the brand mark. Rebeca and I came up with 15+ nouns that could be the subject matter of the symbol. I sketched and vectorized the 15 strongest options. Rebeca picked her top three, and then one. She was given two revisions for the final brand mark.

Logo Identity

We finalized on a logomark and logotype that encapsulates Uvi Savi’s story, its origins, present, and future. We settled on one favicon, one horizontal logotype, two vertical, and one badge lockup.

Logo Rational

The logomark is minimal, featuring several symbols housed within a circle. The logotype is arched to suggest upward movement, while the tagline “People of the Rain” reinforces the brand’s connection to its audience and heritage.

RAINDROP

The raindrop represents the Pacific Northwest and the direct translation of the name Uvi Savi, “People of the Rain”.

VALLEY | MOUNTAIN

The image of the valley represents Skagit Valley, where Uvi Savi was established. The mountain represents Mesoamerica, where the Nuu Savi originated.

LEAF | FOREST

The leaf and forest symbol represents the abundant life found in the PNW and Mesoamerica. This life also represents growth that is nourished by the rain.

TULIP

Tulips are a symbol of the Skagit Valley area, as it is known for its Tulip fields. Tulips are symbolic of joy and life.

Color & Typography

The color palette draws inspiration from the natural environments of the Pacific Northwest and Mesoamerica, evoking the feeling of light filtering through forest canopies and mist. The typefaces Le Havre and Raleway complement the brand with their modern, geometric forms, and Le Havre adds a touch of Art Deco flair.

“I reached out to Anji to help me develop a brand that truly reflected my company’s mission and values—and I’m so glad I did. She was incredibly helpful, attentive, and thoughtful throughout the entire process. Together, we crafted a brand voice that I’m genuinely proud of. I also really enjoyed our conversations; not only did I gain insight into her creative process, but I learned a lot about myself and the message I want to share with the world.”

– Rebeca Dominguez, Uvi Savi Founder