Krishna Solanki Designs

Client Case Study

New Mini Brand Identity For Mela Jewellery

Portfolio, Design, Branding, Client Case StudyKrishna SolankiComment

I’ve known Deepa Mistry for a while now. We bumped paths many moons ago - we worked next door to each other in the same building at one point, we have mutual friends in common, and we followed each other on various social media.  As well as a “foodie” she is also an amazing jeweller.

Her handmade pieces are truly stunning, they are simple, minimal and perfect for everyday wear (I know as I am also a customer!hah!).

Her existing brand and logo didn't reflect her work, and that was becoming a problem…

New Brand and Website For Discovery Analytical Consulting Ltd

Branding, Portfolio, Startup, Client Case StudyKrishna SolankiComment

John contacted me a few weeks after our consult call and told me he and his client, Mark, were very impressed and that they wished to move forward with starting the project.  Naturally, I jumped at the opportunity as I have never created a brand or website for a scientist who works with pharmaceutical and biotech companies.  This was going to be interesting, and exciting at the same time! I couldn't wait to start!

New Brand and Website For Dr Jesal Pankhania

Branding, Design, Portfolio, Startup, Client Case StudyKrishna SolankiComment

There are so many aspects of designing a new brand and website that I genuinely don't think I could pinpoint my favourite part.

From the excitement of seeing the pinned items on the Pinterest homework that my client has completed to reading and understanding the business style, personality and values they want their new brand to encompass, all the way through to the challenge of ensuring their new brand is strong and distinct.

It’s a fun creative challenge that I thoroughly enjoy.

Dr Jesal Pankhania, an award-winning dentist, philosopher and mentor approached me last year to help clarify how he should organise and collect his interests.  He wanted to bring his already thriving philosophy blog - “Ink stains for your brain” - together with his new venture of providing Mentoring and Dentistry advice and guidance, all under one roof, one name, one brand.His main concern was how to create this “new world”.

As we discussed the project, it became clear that a personal brand would be the best fit for Jesal.  His emphasis on being able to provide advice, guidance and information meant that this project would be unlike any other I have taken on.  There was a lot to keep in mind throughout the whole project.  It wasn’t going to be as straight forward as other projects, and, if I am honest, that really excited me!

Krishna Solanki Designs - Dr Jesal Pankhania - Brand board.jpg

1 | Client homework

Like every branding and website design project I always ask my client to complete a few required tasks beforehand so I get a better understanding of their needs.  It’s a really important stage.
As part of the questions, I asked Jesal to describe his new brand with a few adjectives.

Jesal said:

  • Smooth

  • Clear

  • Direct

  • Simple

  • Minimalist

  • Classy

  • Clean

  • Funky

  • Modern

I also asked Jesal to create a Pinterest board, and pin items he felt visually represented the look and feel he wanted in his new brand.  I do this with all my branding and website design projects as it gives me a good idea of the styles and colours they are drawn too.

2 | Moodboard

With all the homework complete, I can start to collect my ideas and create a moodboard.  Also known as an inspiration board, this gives me and Jesal an idea of the visual representation of the brand I will be designing.  A moodboard is a collection of images and colours that I can use as a reference point at every stage of the project, in particular, the design stages.

This is what Jesals moodboard looked like:

The moodboard oozes clear, classy but funky and modern, doesn't it?
This is definitely one of my favourite moodboards to date!

3 | Logo Concepts

It was awesome to read Jesal was really happy with the moodboard - it got signed off right away and that meant I could now start on the designing the most important aspect of the visual brand - the logo.

I had quite a few different ideas floating around in my head, and I wanted to explore using negative space.  Jesal was a fan of this as I could see he had pinned quite a few cleverly designed logos on his Pinterest board.

Here were the 3 concepts I came up with:

I always create logo concepts in black and white as every logo should work well in one flat colour - this helps to ensure the type, the graphic element and the composition work well together before adding any colour.

Experimenting with a few san serif fonts, which are naturally modern looking as they are clean and clear was fun, adjusting the tracking of the characters really helped as well.

Jesal was torn between concept 3, where he liked the font and placement, but also really liked the idea of playing with the J and P as the other two concepts showed.

That led me to create a merged concept of the logos and I presented the first revision round of concept logos:

I was slightly biased but when Jesal told me he loved the same one I did (concept 2) I was really excited.  I designed a secondary logo for him to give him a little more flexibility in his new brand, too. 

4 | Brand Board

Putting the brand board together really bought his brand together. Being able to see how to keep the brand consistent and seeing the other visual elements, such as the colour palette, logo variation, submark/watermark, patterns really helped.

5 | Collateral items and splash page

Once the brand board was complete and signed off I created the business cards: media graphics...

Krishna Solanki Designs - Dr Jesal Pankhania  - Twitter graphics.jpg


..and put up a splash page (coming soon page) that anyway visiting his new website would be welcomed by a correctly branded front page and social media links.

6 | Squarespace Website

The last step in the design process was to design Jesals Squarespace website.  Jesal had a lot of text he needed and wanted to share on his website, he also had numerous testimonials from people for the different offerings he has.

It was important to be able to showcase that Jesal has 3 very distinct areas that are interrelated but are standalone in their own right.

This meant a few things.  The design needed to:

  • Be clear but to the point,

  • Be a way of showcasing the testimonials nicely and with reference to the relevant area,

  • Show call to actions on every page


I’m thrilled with how this new brand and website design turned out for Jesal.  I would love to hear your thoughts on it.

Check out the live site - Dr Jesal Pankhania.

What do you think of the new brand and website for Dr Jesal Pankhania?