Sometimes random things stick around...like this branding

How did I pick a name for my freelance illustration & design identity and built my branding on it?

The beauty of creativity is coming up with very spontaneous, accidental and random mixture of ideas. Sometimes they stick around and sometimes they don't.

When I was at University, during one session, we were covering the subject of online presence and marketing for creatives. We were asked to build a social media platform to present ourselves to the world.

My thinking process went into overload as I tried to come up with something catchy and fun, but obvious enough, however, as most of us know, when you give yourself restraints while generating creative ideas, they become stiff and lack spark. So instead of following what is trendy, I went down the rabbit hole of very random ideas. As they say, your environment and also your experiences transfer into your art and design, and that's exactly what happened! As I applied this technique of random idea generation...

Sima in Stripes Logo 2024

...Sima in Stripes (my current brand name) was born! And what does it actually mean?

The story behind Sima in Stripes is a combination of personal snippets from my life, let me explain.

Sima - My parents named me Simona, which is my official name. However there is an unwritten rule in Slovakia (my home country) that your family and friends have a nickname versions of your name for you. They would rarely, if ever, call me by my full name. The reason why is simply because they care. It differentiates the warm, close relationships from official and more distant ones.

I used my nickname as part of my brand subconsciously, but looking back, it highlights how I approach my work connections, network and how I like to work with clients. I want that warm and friendly communication to be part of my working life and that's why I treat all my clients with respect and professionalism, but also adding the friendliness and human approach.

Sima in her studio

in Stripes - This part is a bit more random and unexpected, but I hope it makes people curious and make the name easy to remember.

Reason 1: During my gap year, I worked and lived in Finland for 8 months and I quickly realised that one of the fashion staples in Scandinavian countries is a stripy top! I fell in love with stripy tops and started to wear them a lot more. Couple years later I noticed that it's also what many creatives wear as an unofficial art and design uniform. I wonder if this started with Picasso? Anyway, this simple memory of my experience in Finland and my (back then) new addition to my wardrobe left a mark in my branding and continues until this day.

Reason 2: It's one of the evergreens, something that can stand the test of time and never get old. The simplicity but also casual vibe makes it the perfect combination. You can wear it to go to the shop to get some baguettes, sail the seas, paint or put fancy shoes on and go for dinner. It's versatile. Again, looking back, this makes me think of what it symbolises and what it means, what a good design should represent. It encapsulates all the key things I try to deliver through my work. Create something fun, playful, good quality, versatile and everlasting (in terms of trends). Something with it's own voice.

Using something personal or with a story behind it can feel unprofessional for some, however in the world full of flashy lights, sleek adverts and new tech, approaching life and your career in a more genuine way, showing your true face and character in working life can be a breath of fresh air. It makes you stand out and brings a bit of warmth to the more corporate and clean designs. There is no right or wrong way to do it. It's all about what feels right.

Have a lovely day!

Sima in Stripes