Noma Collective
Seamlessly adding a product-based business to an interior design studio
BRAND STRATEGY / VISUAL IDENTITY / WEB DESIGN + DEV — Los Angeles, California
Brand Evolution
Where Noma Collective Began…
Founder Rebecca has been designing interiors in California for almost a decade. Throughout those years, she came to the realization that her favorite part of the projects were choosing handmade items to really push the design over the top. So she went on a few trips, outside the U.S., to source unique pieces for her clients. It made her so happy that she knew it was time to pivot into selling products, specifically products sourced around the world, from local, talented artisans who had a story behind their work.
Where Noma Collective Is Headed…
We wanted to create a brand that reflected Rebecca’s love of story by celebrating the stories of every artisan she bought from. Their history is woven into the pieces they create, using techniques that are passed down between generations. She honors those stories by telling them on her site, so our design needed to not just leave space for them, but highlight them. Her collections are consciously designed, travel inspired, and stylish, yet simple. Her brand needed to feel the exact same way. A little nomadic, but based on the collective experience.
Brand Keywords
Conscious — Passionate — Thoughtful — Supportive
Target Audience
Amanda, 37, is a high school guidance counselor who is married with two kids. She loves to travel, but doesn’t get to do it as often in this phase of life. She focuses now on creating a home that feels inspiring. Rather than going on trips, she likes to decorate with items that remind her of the places she’s been or wants to go in the future. She likes simplicity, but values meaning. She hopes to instill a love of learning and of travel in her kids. She takes them to museums on the weekends and to unique, ethnic restaurants so they can experience the world even at home.
Visual Rationale
After evaluating Noma’s competition, we realized that almost everyone else had very simple, black and white text logos. While Noma’s audience deeply values simplicity and minimalism, we knew wanted to help them stand out. So we incorporated timeless geometric shapes into their primary long, along with a custom font and a stunning blue color. We pulled inspiration for the site layout and design from the very pieces that Noma sources. Pieces that are completely unique, detailed, and full of meaning. Every design element we added was done with intention and strategy.
Brand Values
Storytelling — Transparency — Intentionality
In Rebecca’s Words
“Working with Telltale Design has been such an incredible experience. Lydia has been able to bring my brand to life in a way that I would have never thought possible. Right from the get to it was clear that she had such a good understanding of my vision, and I could not be more thrilled with the work that her and her team did for me. She is incredibly friendly, reliable, and fun to work with. Her knowledge of branding and communications is second to none. I could not recommend her more highly and feel so lucky to have found her!”
— Rebecca Haskins, Founder of Noma Collective
